TVweek.com

TM

S:.50 APRIL 19, 2004

I)

o

HoiioLed `U11c.

DistinLua L'tV t LLtL-tLt

T L _ , z , . Celeb t" Yi;as

INSIDE Exclusive 1_1 Oprah interview, biography, friends' _. memories and a poem by Maya Angelou S2 SPECIAL REPORT MONDAY, APRIL 19, 2004 TelevisionWeek nationwide in 1986, and, incredi- Tribute bly, after all these years, its ratings are stronger than ever. According content io the NSS Ranking Report, "Oprah's" household average for the February 2004 sweeps was up 16 percent over the same month i (last year. The 7.8 rating puts Ms. Winfrey's audience total higher than it was six years ago. "She has the ability to reach the audience and know what it is they want to know from the guests," said Phil McGraw, who seemingly came out of nowhere when he began appearing regu- S6 In Depth With larly on "Oprah." After five years Oprah Winfrey Dr. of guest appearances, The TV Icon bares her McGraw got his own series with soul to TVWeek Editor Ms. Winfrey's help. Dr. McGraw Alex Ben Block. calls himself "a Ph.D from Oprah University." "Oprah is the most powerful communicator I have ever seen," he said. "She is complete- ly in the moment when she's GOOD WORKS Dr. Gloria Wilder-Brathwaite, one of Oprah's Angels, appears on "" in speaking to you." April 2002 to receive the Use Your Life Award for her work with the Children's Health Fund in Washington. Ms. Winfrey has shared her own background without mak- ing it seem a confessional or a bid for attention. She was born in rural Mississippi and experi- enced hardship and abuse dur- S4 Distinguished ing her formative years. "She changed what we Company fission: believed was possible," said Oprah Joins the greats motivational speaker Terrie of broadcasting as a recipient of NAB's Williams, a fan and the author of highest honor. the top -selling "The Personal Touch: What You Really Need to Succeed in Today's Fast -Paced S8 The Girl From Business World." Mississippi "I say that not only meaning Oprah's incredible we black women, nor only black Journey from people, but all who view the church recitations to ssible conditions from which they her own . Oprah Winfrey Achieved Stardom by Being Herself come as a handicap." By Lee Alan Hill Ms. Winfrey's series is booked 518 A Breath of Fresh Special to Television Week to run through the 2007-08 sea- Air on Cable Her 20 -year impact on the son, though Tim Bennett, presi- Oprah's commitment media is reason enough for the dent of , said, to the Oxygen network "I think we can expect it to have a is financial but National Association of Broad- '41111 not only L also philosophical. casters to bestow its Distin- longer life." guished Service Award on Oprah 1 Kate Forte, president of Harpo , is beginning pro- Winfrey during the opening din- Photos courtesy of Harpo ner of its convention April 19. duction on "Their Eyes Were T 1, Productions Inc. But for Ms. Winfrey's vast net- Watching God," the next "Oprah Harpo Productions Inc. work of champions, the reasons Winfrey Presents" special for All rights reserved for the NAB to honor her are ABC, which is based on the Zora much greater than that. Neale Hurston novel and stars SUCCESS STORIEA is given to an indi- Halle Berry. As with all projects The award Ms. Winfrey and \ from Harpo, Ms. Forte said, "It's vidual who has made "a signifi- her friend Phil Tel visionWeek important for Oprah to show the cant and lasting contribution to McGraw have a humanity of people." Special Report the American system of broad- winning formula. OPRAH WINFREY TRIBUTE casting," NAB guidelines state. As for "Oprah" the talk show, President & Editor In Chief Ms. Winfrey's reach is a wide gramming for Paramount ference in the lives of others the past season's highlights Rance Crain TV, in globe. ranged from the star's 50th birth- one, extending far past the talk Domestic Harpo's partner around the Publisher & Editorial Director show that is seen by 23 million producing "Dr. Phil." "The Oprah Winfrey Show," day celebration to "Oprah goes to Chuck Ross people in 107 countries. Her "I tell them that the woman her TV talk show, is an institution Costco." As for next season, the Editor corporate banner, Harpo, is an you have grown to love, the that began exactly 20 years ago in show's executive producer Ellen Alex Ben Block empire worth more than $1 bil- woman you see on television , when Ms. Winfrey was Rakieten said, "We don't think Managing Editor every day, who gets excited about hired by ABC station WLS-TV to that far in advance, but Oprah Tom Gilbert life, who loves to discover and host "AM Chicago." King World will just instinctively know what News Editor Melissa Grego óShe changed share-that's the same woman I began distributing the show, the audience will want. She is the day in the hall- which was renamed after its host, viewer, and they know it." Design Director what we would see every Jennifer Clminillo way I for at when worked her Graphic Designer believed was Harpo, and it's the same woman I Chad Rooney partner with on 'Dr. Phil.' Success Special Issues Editor possible. N has not changed her." Eric Estrin Winfrey is a woman Copy Terrie Williams, author and Ms. y Chief motivational speaker unabashedly on a mission, a tal- : Jenny Butler a producer who only Copy Editors ent and .,,, . ` ,. in a if it Lillian A. Jackson lion. Companies under its aus- involves herself project Dennis R. Liff pices produce films and TV pro- expands the understanding of grams such as "Dr. Phil," publish the human condition. Her National Ad Sales Director 7,?ésl Elizabeth Cherry O, the Oprah Magazine, run the Oprah's Book Club has created Marketing Manager online service Oprah.com and best sellers out of wonderful Kurt Gardner books, which were pre- own a studio in Chicago. some of Published by Crain "People ask me all the time, viously obscure; her Oprah's Communications Inc. 'What's she really like?" said Angel Network supports non- Copyright 2004 Terry Wood, executive VP of pro - profits that seek to make a dif- GO-GETTERS Ms. Winfrey appears with scholarship recipients at the Harlem YMCA Black Achievers In Industry dinner In March 2003. YOUR WORK ENRICHES

OUR f -ORLD

St, ¡...:'.! ,, ,T! ! ! , ' ,

1 II r

- KING WORLD CONGRATULATES OPRAH WINFREY NAB 2004 DISTINGUISHED SERVICE AWARD RECIPIENT

z S4 SPECIAL REPORT MONDAY, APRIL 19, 2004 Televislorrllleek Oprab Witrey i: est Tribute Honor Goes to

era. 401 NAB's Distinguished Service Award Is [7-- Reserved for Broadcasting's Greats HUMANITARIAN Oprah Winfrey was the recipient of the first Bob Hope Humanitarian Award, presented by By Lee Alan Hill and the greatest of newscasting the Academy of Tebv'sion Arts & Sciences at the 54th Annual Primetime in 2002. Special to Television Week giants (Walter Cronkite, Edward Oprah Winfrey's being hon- R. Murrow, Chet Huntley and who is," Mr. Wharton said. "She's ored by the National Association David Brinkley). had as enormous an impact on of Broadcasters with the organi- Bob Hope was the first per- the public as anyone in broad- zation's Distinguished Service son primarily known as a per- casting history." Award will place her in the com- former to be honored (1963). Ms. Winfrey's resume boasts an array of recognition for pany of past winners who Since that time, few leaders out- -v include the very side of the broad- extraordinary achievement, founders of broad- cast corporate including the first Bob Hope casting, leading offices, the Federal Humanitarian Award, presented newscasters and sta- Communications in 2002 at the 54th Annual or vari- Primetime Emmy Awards. Ms. tion owners as well as '- - 1 Commission other media person- ous news depart- Winfrey also received a Lifetime alities. While she is ments have been Achievement Award from the not the first woman named, another National Academy of Television so honored, nor the exception being TV Arts and Sciences at the 1998 first African Ameri- personality and pro- Daytime Emmys. can, she is the first EDWARD FRITTS ducer Dick Clark in person recognized 1993. Roots in News for service primarily in daytime Catherine Liggins Hughes, While Ms. Winfrey has spent Dr. Phil television. founder of the Radio One Net- more than 20 years hosting day- McGraw "Oprah has revolutionized work, became the first African TOPS IN TALK Ms. W nfrey won time talk programs, first locally daytime television," said American honored by NAB far best talk show at the in and Chicago and I'd been doing litigation Edward Fritts, the NAB's presi- when she was recognized in Daytime En-mys in 995. then on her national program, consulting for years and I dent and CEO. "And [she[ has 2001. Other women who have which premiered in 1986, she was called on to help brought a higher level of com- received the Distinguished Ser- obvious to us," said Dennis has roots in radio and news. Oprah get ready for trial. passion and activism to the vice Award are Wharton, NAB senior VP of com- After a short period on a She had dealt with the genre. Her contributions not (1997) and last year's recipient, munications. Nashville radio station, she topic of mad cow disease only to broadcasting but to soci- Cokie Roberts. "If she's not the most influen- became the youngest person- on her show and was being "That Oprah Winfrey fits tial personality in television of at age 19-and the first African sued by some Texas cattle- right into the remarkable list of the last 10 to 12 years, she's right American to anchor a newscast, men, who in my opinion NOprah has Service Award winners seems up there in any argument about when Nashville's WTVF-TV were trying to assassinate revolutional- hired her. She later moved to her character. Baltimore to anchor the six You learn a lot about ized daytime o'clock newscast on WJZ-TV. people when you're in a television. NAB's Distinguished Service foxhole with them, and ,9 I I Maria Award is given annually to what saw in Oprah was Edward Fritts, NAB president and CEO someone who "has made a sig- her courage under fire, her Shriver nificant and lasting contribution commitment to the truth ety at large make her a perfect fit Oprah and 130th wucrted at to the American system of and doing right, even if for this award." WJZ-: V in Baltimore and lived in broadcasting by virtue of singu- spinning things a little bit The Distinguished Service the same apartment complex lar achievement or continuing might be more expedient. Award, which this year will be when v.e were,jst start ng out. service for or on behalf of the Oprah is all about the truth. presented at the NAB confer- We were girlfriends-two people industry," according to the orga- I have a lot of emotions ence's all -industry opening din- kinc of the santo age, opleagues, nization's guidelines. about her, and gratitude :s ner April 19, was first presented work ng girls, s ngle. We were Additionally, the recipient certainly foremost among in 1953, when Gen. David - str:góng with lot of the same must be available to attend the them. It was her vision Sarnoff, the longtime head of issues. She was trying to find herself, in a was, througi- jour- NAB's convention and be willing about me and what I could RCA, was honored. He was fol- nalism, but she was already more on track than anycrto I knew. to make an address to the do that put me in the lowed in 1954 by his chief com- I always knew she had an increi tie head cn her shoulders. assembly. direction I've taken with petitor, CBS founder William S. She had a very spiritual componet even then.; she'C sing at Nominations for the Distin- my life. But as grateful as I Paley. church on the weekends. She asks a tremendous an aunt from guished Service Award come am for that, I'm even more Since that time NAB has rec- herself. She's a very reliable, honest person. -here's no pre- from the membership. The grateful for her observa- ognized leaders from a wide tense there. And she has a great sense of humor. She can just process begins with a ballot tions and lessons. She's expanse of media, including for- wink at other women, and they al know what she means. mailed to members in the fall Just a great resource, a mer U.S. presidents (Herbert I'm so proud of her and happy that she's done as'Vell as preceding the convention. The great mentor, and I'm Hoover, Ronald Reagan) figures she has. She's a star in the firmament. Obviously, stet' be a association's executive commit- lucky to say, a very good involved in religious program- role model for many generations to come. tee then "signs off on this," Mr. and dear friend. ming (the Rev. Billy Graham) Wharton said. A TRUE BROADCASTER TAKES RISKS,

HAS COMPASSION,

AND NEVER FORGETS THE VIEWERS.

YOU, OPRAH,

CONTINUE TO RAISE THAT BAR EVERY DAY.

WITH LOVE AND ADMIRATION,

MARCY, TOM AND CARYN carsey

1

i

JI

No one deserves the ovation more than Oprah, Winner of NAB's 2004 Distinguished Service Award.

abc S8 SPECIAL REPORT MONDAY, APRIL 19, 2004 Television Week Oprab Winfrey, "I didn't know if he was right," she wrote. "I didn't have t' Tribute the confidence at 29 to believe I could succeed against such an auspicious competitor. I did have the faith to know I could succeed in life. And if it wasn't in -,,r television, then I would be led to something else." "The qualities you see on the air are the same qualities you see in her in real life," said Den- nis Swanson, the Chicago sta- tion manager who hired her. "She's a hard worker. She has faith. She's generous. She's very J` loyal to those around her. When my son was struck by a car in r Santa Barbara-how she found out about it I have no idea-the first huge bouquet of flowers was from her. That's the kind of

V person she is." ^Á Win- r - Asked to explain Ms. . ' frey's miraculous success in so . YON many fields, Ms. King, who may r . - -`cS.K'.r,y'r know her better than anyone, r'ñ ., . - said, "She never said, 'What can - I cr174a s _ I ,. . -, do to top this?' There hasn't I _ ' I. i , - been a strategy or game plan, o i but something always presents `..LT - . , r. -- - itself." A FAST START In 1973, when she was 19 years old, Oprah Winfrey was hired as an anchorwoman at Nashville CBS affiliate WLAC-TV (now WTVF-TV). Defeats have been rare. The closest friend since the two 1998 box office disappointment worked together at Baltimore's "Beloved," a movie Ms. Winfrey WIZ -TV, said Ms. Winfrey credits produced and starred in based her father, a disciplinarian, with on Toni Morrison's best-selling guiding her and turning her life novel, "was the only defeat I can A irlWho around. recall," Ms. King said. Ms. Win- In high school she excelled frey hasn't ventured into feature and won state championships in films since. drama and speech and per- How did she get through that formed in plays. At 16 it was experience? "Macaroni. I'm clear she possessed the elusive X telling you, macaroni and factor when she became the first cheese. We sat around and ate Became t. e African American to win the all weekend long," Ms. King said. Miss Fire Prevention title. Col- lecting her prize at the local black radio station, Ms. Winfrey (*She always was given a tour of the studio and a voice test, and the manag- had big Talk of TV er hired her on the spot to read dreams. She the news after school. Oprah Winfrey Found Her Way With Amazing Results At Tennessee State Universi- always says, ty, Ms. Winfrey majored in By Betty Goodwin agenda later in life. At age 3, she longer keep it from her father. speech and drama with her 'God can create Special to Television Week was reciting Bible "pieces" at the She has said this was the hard- sights set on becoming the next a bigger dream Oprah Winfrey is the multi - Presbyterian church, an activity est thing she ever had to do. Barbara Walters. "She's always hyphenate to end all multi - she enjoyed and at which she When she was seven months had big dreams," Ms. King said. than you can hyphenates: talk show host - excelled. Her grandmother pregnant, she prematurely "She always says, 'God can dream for actress -television producer - taught her to read, and reading delivered a baby who died short- dream a bigger dream than you movie producer -magazine became a lifelong passion. But at ly thereafter. Ms. Winfrey said can dream for yourself.- yourself.'N founder-columnist -philan- age 9, life took a dark turn while she looked at the experience as a At age 19 she was hired as an , editor at large, 0 magazine thropist -cable television net- Oprah was living in a boarding major opportunity to go on and anchorwoman at Nashville's work owner -billionaire -fashion house in Milwaukee with her do something positive with her WLAC-TV, now WTVF-TV. She plate -bookworm -boss. mother and half-sister. She was life. And she has said that per- later joined the evening news "It took something out of her, no For a woman born 50 years raped by a cousin and for several haps it explains why she never program in Baltimore, where she question. She really loved that ago in the poor, black farming years after was sexually abused became a mother later. found that her tendency to get movie. But she doesn't get too community of Kosciusko, Miss., by friends of the family. Gayle King, editor -at -large of emotionally involved in stories many lemons in life, and when where people raised their own Ms. Winfrey launched herself O magazine and Ms. Winfrey's made her unsuited for the job. she does, it doesn't bring her to food, drew water from a well and into reading and school, and in Instead, she reluctantly became her knees." emptied slop jars from an out- the ninth grade won a scholar- co -host on the live morning talk When she needs wisdom and house as part of their chores, ship to attend Nicolet High show "People are Talking." guidance Ms. Winfrey picks up hers is an American success School in one of Milwaukee's The rest is talk show history. the phone and calls Maya story and then some. white neighborhoods. But she Angelou who, like herself, has tier parents, Vernita Lee and got into so much trouble with Taking On 'Donahue' accomplished so much in so Vernon Winfrey, were never misdeeds, such as stealing tier now -legendary move to many areas-as a poet, educa- married, and in fact knew each money from her mother to keep Chicago to host "AM Chicago," a tor, actress, director, activist and other only for the duration of up with the rich kids, that Ms. struggling local talk show airing presidential appointee-that ,w l -11. Mr. Winfrey's two-week Army Lee planned to put her in a in the same time slot as the top - she has become a national treas- leave. Ms. Winfrey was alter- home for juvenile delinquents. rated "The Phil Donahue Show," ure. "Maya always seems to have nately raised by her grandmoth- Unwilling to wait for a space highlighted two important the answer for whatever it is. I've er, Hattie Mae Lee, in Kosciusko, to open up, she instead sent her themes of her life: faith in God seen it in action," Ms. King said. her mother in Milwaukee and daughter to live with her father and belief in herself. Ms. Winfrey has other close her father and his wife in in Nashville, where again, In the March 2004 issue of O, friends she counts on as well, but Nashville. young Ms. Winfrey was victim- l Ms. Winfrey revisited the day when the time comes to make In Kosciusko her early years ized. At age 13 or 14, she was when her boss in Baltimore important decisions, she's com- were marked by deep faith and a sexually abused and impregnat- told her she was "committing fortable with her choices. "Oprah love of the Bible, and those ed by an uncle. She was so career suicide" taking on "Don- will seek the advice of others, but CLASS OF '71 Ms. had chores, none of which, she knew ashamed she kept the pregnan- Winfrey a ahue" and warned her, "You're in the end she holds her own job reading news In high school. even then, would fit into her cy a secret until she could no going to fail." counsel," Ms. King said. 7

Some of the best Oh! moments happen "After The Show."

We're so glad you're part of the Oxygen Family!

CONGRATULATIONS!

,,, TheOXYgen Network SPECIAL REPORT MONDAY, APRIL 19, 2004 TelerisIC11Zeek Oprah Winfrey Tribute

i a Joe Roth 'I When Oprah Wlnf^ey introduced herself to movie audiences with her 4 brave performance in Steven Spielberg's "The IOW í Color Purple," I, along with America's top critics and the Motion Picture '1 Academy, sat up and took note. Here was a woman who gave a long, unblink- ing view into the depths of her core. HEAR THE.P4 R R Susan Sarandon, left, has Goldie Hawn and the host In stitches during a guest appearance by the two actresses on "Oprah." I waited 13 years for the good and that we should consid- "So am I," I answered. I urged honor of working with her er her as a candidate for our her not to lose weight, change on the brilliantly coura- "AM" show. That was my first her hairdo or dress style. I want- geous "Beloved," and introduction to Oprah Winfrey. ed Oprah just as she was. through the experience We looked at many folks But then I registered a con- gained a true friend. She Was before the process was over, but cern. "Can you handle success?" Oprah continues to give, the consensus was that Oprah I asked. "Big success. I've seen not only by entering our liv- was ahead of the field. people in this business ruined ing rooms every day with We brought her to Chicago because success went to their her to evlsion show but in a on Labor Day weekend 1983 for head." deeply personal way that a full-scale audition. As I sat in Oprah became flustered- has touched many lives. I I Oprah's truly an original the Best my office and something had watched a mock never seen and unstoppable force. It is version of the before and rarely an Immense pleasure to be "AM" show host- have since. Did I her friend. ed by Oprah, I really think she Oprah, congratulations Ever realized I was would be that on your NAB Distinguished Had Service Award and thanks seeing some- successful? My thing super -spe- answer that Sep- for making all of our lives cial. She was the tember Saturday brighter. best I had ever in 1983: "Lady, seen. you are gonna Seen' Oprah came shoot the lights down to visit out." DENNIS SWANS% Brought Ms. Winfrey's Boss at WLS-TV in Chicago afterward. She We had to Winfrey to Chicago in 1983 wanted to do this wait for her Bal- Recalls Days Leading to `Oprah Show show and do it solo. She seemed timore contract to expire at the choice. to me to be almost desperate for end of that year, although her By Dennis Swanson tinct - .. Special to Television Week The next day Debbie DiMaio, the chance. attorney back then, Ron It was August 1983 and it was a segment producer working on Oprah asked if I had con- Shapiro, got her out of a further my first day on the job as the "AM Chicago," came down to see cerns. "Not really," I said. two -month obligation. new general manager ofWLS-TV me. Debbie had a tape from her "I'm black," she said. We debuted Oprah Jan. 1, Chicago. previous employer, WJZ-TV in "Yes, I could see that," I said. 1984. From last to first in just The host of the station's Baltimore. She said it was hard "I'm in the win business, not the one month-victory in the Feb- morning show walked into my to tell from this tape, but that color business." ruary book of '84! A campaign office about 7 a.m. and asked out the woman co -host was quite "I'm overweight," she said. song followed, "Everybody of his contract so he could pur- Loves Oprah," and they sure did. sue an opportunity in New York. I walked to City Hall with her A less -than -successful "AM .t, one afternoon soon thereafter. Chicago" finished at 10 a.m., People were shoving scraps of and I made the day for the host paper, various objects, dollar Bill Cosby by giving him the out he wanted. bills, anything you could write Oprah has the same The problem for WLS-TV and on to get an autograph. Oprah feelings about people that "AM Chicago" was that we were owned Chicago in a very short Sammy Davis Jr. had. She head -to -head with the highly space of time. loves them, and she wants successful "Phil Donahue Show" We changed "AM Chicago" to them to love and under- being produced live across town r "The Oprah Show" to get ready stand her and understand at WBBM-TV, which at that time for a national release in the fall what she's doing. was the highest -rated CBS - of 1986. She again shot the lights Olwah cares very, very owned station in the country. out, and she still does. It's good much, and her work over I thought one of our prob- that she changed her mind 20 years, her grow:h, her lems was that we were trying to about retirement. And as for my changes, are all adapt- out-Donahue "Donahue," rather 1 concern as to how she would able, aecause they deal TINA FOR TWO well, I w"th her caring and love than provide an alternative. I i . deal with stardom, need Ms. Winfrey urged the staff to look for some- not have been concerned at all. for al people. fellows the s Everybody still loves Oprah, Co-tgratulations, Oprah± a one totally different so we might lead of Tina and so do I. give the viewing audience a dis- Turner in February 19971- PARAMOUNT

AND EVERYONE AT

DR. PHIL

WARMLY CONGRATULATE

OPRAH WINFREY

ON RECEIVING THE

2004 DISTINGUISHED SERVICE AWARD

NATIONAL ASSOCIATION OF BROADCASTERS

,icl**** 41- tganwount **

, $12 SPECIAL REPORT MONLAY, APRIL 19, 2004 TelevislonWeek .! f-ir.i Oprab WIiirRy 'bllti, '7%i e

`0

{S

THE PEOPLE'S CHOICE Ms. Winfrey celebrates In the press room after being honored as favorite talk show host in Pasadena, ZJ. Calif., In January.

of business with the station," Mr. King said. "He brought Oprah to our attention, telling us we had to look at her. People talk now about how she was a woman, King World and her color, and the other things and think it was some big thing that we launched her nationally. The truth is the way she talked to people as a person, the way she, as I always say, jumped through the camera- Treasures Its that was all that mattered." It didn't hurt that she was beating Mr. Donahue's long - running program in Chicago. But King World decided to hold off launching Ms. Winfrey's Roger King show until the 1986-87 season, Oprah Winfrey is en a mission, Crown Jewel after she was expected to draw and she is a gift to the world; national attention as a co-star of everyone knows that But you the motion picture "The Color have no idea how much good this Young Talk Show Gem Helped Build Syndic Empire Purple." wo ran does outside the public By Lee Alan Hill eye, how much giving she does. Special to Television Week An Easy Sell I'm not going to tell you the 'IWenty years ago, when Mr. King now says Ms. Winfrey many, many things she does, Oprah Winfrey became the host was an easy sell in morning time because it's not my place to do of "AM Chicago" on WLS-TV and periods, though to sell her to sta- so. But I'll tell you this-from the promptly attracted more audi- T tions where the only openings mcment we saw a tape of her ence than longtime daytime rat- i were in afternoon time slots "took show, and the mome-tt we met more money for marketing than her, there was no doubt In our ings leader Phil Donahue in . head -to -head competition, it r we were bringing in from sales to minds that Oprah was beyond was apparent that she would those stations-and extraordinary and special. She have a shot to go national. [KABC-TV] was one of them." jumps through the camera. There were many suitors Roger King and his brother offering to take her there, but Michael King, the company's enues are now certainly in the Ms. Winfrey chose King World primary owner -operators at the multiple billions. Ms. Winfrey's Productions and their fortunes time, did not leave the decision current contract runs through have risen together ever since. to put a then -plump black the 2007-08 season. Wall woman on the air to the station "Oprah worked her butt off to When the news hit Street 'OPRAH' left, and Roger King made sure their IYIMRKETING Michael King, managers, most of whom were get that show going," Roger King that she signed a contract exten- target audience saw screenings of Ms. Winfrey's talk show. sion in 1995, King World's stock white males over the age of 50. said. "She would do the show in rose $3.75 per share. to 10 years ago," Mr. King said. Swanson bought "Wheel of For- In most markets, when the Chicago, then fly to Cleveland to "We've done right by her and "We don't have to do a different tune" from King World and Kings screened their tape of do promos. The next day she she's done right by us," said marketing campaign every year began airing it Jan. 1, 1984. He "The Oprah Winfrey Show," they would do the show, then fly to Roger King, CEO of CBS Enter- to sell her. She has always been then bought "Jeopardy!" and put insisted that secretaries and Detroit to do promos_ No sacri- prises and King World, who will one to keep the eye of the tiger." that on in September. other women in the station fice was too great for her. be inducted into the National Back in 1984 King World Those two game shows com- offices be invited into the room. "We still have a great rela- Association of Broadcasters Hall might have been called the sav- bined with the locally developed "Oprah" went on the air on tionship," Mr. King said. "We of Fame during the NAB con- ior of WLS-TV, the ABC owned - and produced morning talk show 130 stations and is now on 214, speak on the phone frequently vention the same day Ms. Win- and -operated station in Chica- hosted by Ms. Winfrey, an import representing a 99.87 percent but never about what should be frey receives the NAB's Distin- go. The station had been deeply from Baltimore, to catapult WLS market penetration. Industry on the show. I wouldn't embar- guished Service Award. mired in third place in 1983, to the top spot in the market. estimates indicate the show's rass myself by telling her how to "Her [Nielsen] ratings are when Dennis Swanson became "We had sold our game shows revenues were $125 million for produce her show, and she still higher now than they were eight VP and general manager. Mr. to Dennis and so were doing a lot its first season. Cumulative rev - has confidence in us to sell it." i i

ON YOUR

i

& ON 20 YEA IS Of GREAT TELEVISION.

From all your friends at Iearst 'r1y e TELEVISION S14 SPECIAL REPORT MONDAY, APRIL 19, 2004 Television Week Oprab Winfrey- Inspired Tribute n ey a 'ea on E er o an Psychologist Patterned Her Approach After Example Set by Her Superhero By Patricia Raspberry as most black children are, that I Special to Television Week would have to work harder and When I was a little girl I want- be even smarter than my white ed to grow up to be Wonder peers to achieve the same goals. Woman, an omniscient, uncon- Naturally, I understood that if I querable goddess with bullet - wanted to move ahead of the deflecting bracelets, a golden crowd, I'd have to transcend the lasso and an invisible plane. I very best. But that proved to be a craved the power to fend off my somewhat daunting mandate. fiercest opponents (or the That was, until Oprah. neighborhood bullies), the skill MIRRORING OPRAH With Ms. Winfrey as her role model Patricia Raspberry learned to ask the deeper ldestions. to elicit the truth from the most The Best adept prevaricators and, most Journalist, activist, ambassa- years of being inspired by the enriched, embraced and and income levels. And this, I important of all, the ability to fly. dor, warrior and sister-friend to boldness with which Oprah empowered. And if I've done my believe, speaks to the impact As an adult I sometimes reflect millions, Oprah Winfrey is truly approaches both her work and job well, I'm left feeling as if I've Oprah has had on the world. on the fact that my childhood role the best at what she does. her life, I'd learned to recognize provided a medium by which Oprah's greatest talent is, in model didn't look at all like me. It Whether she is exposing the my own superpowers, rather their voices can be heard. my opinion, her ability to con- wasn't that I didn't know any plight of AIDS orphans in Africa, than looking to be a fantasy per- I recently interviewed more nect not only with different smart, strong and beautiful black encouraging the nation to redis- son or expecting someone else than 60 young men and women types of people but with all the women-I was raised by the cover reading, donating com- to swoop in and save the day. for a study I designed with the different parts within each of us. strongest, smartest and most puters to inner-city schools or After earning my doctorate in objective of exploring what most And she does this without ever beautiful one there is. But in the helping a middle -age mother of social psychology, I embarked matters in the lives of black changing who she is. She's eyes of a child, a lady on TV with a five realize her dream of becom- on a career as an ethnographer. Americans today. One thing I dis- impacted my own life in such a tiara and a lasso is always going to ing a pop star, Oprah's compas- Like Oprah, I make my living covered is that when it comes to profound way. trump the one who cuts orange sion and generosity inspire us interviewing people and telling role models and personal heroes, She's taught the psycholo- slices for your soccer games and all. She shows us worlds we may their stories. I travel throughout the name "Oprah Winfrey" is at gist/ethnographer in me to ask tucks you in at night. the top of most of their lists. the deeper questions, both of Besides, there simply weren't my most awe-inspiring I sensed a great deal of excite- others and of myself, and to rec- many heroic black women on NToday, ment among a new generation of ognize the truth when I hear it. television, where my mid -1970s superhero-on TV or off-is a about where She's taught the woman in me superheroes lived. they are, what they have accom- that true beauty has nothing to Just as I have grown up since black wonder woman named plished and where they hope to do with dress size but rather with then, so, to an important degree, Oprah Winfrey.N go. And it is not an exaggeration the size of one's heart and one's has television, where images of to say that I attribute the bur- contributions to the universe. As strong black women are, though Patricia Raspberry, Ph.D., social psychologist and director of research analysis, PortiCo Research geoning self-confidence of important, Oprah has taught me not exactly bountiful, definitely young, black Americans to Oprah that I don't need anyone's per- more prevalent. never otherwise see, even the country speaking with con- Winfrey's influence. When asked mission to succeed but my own. Today, my most awe-inspir- though they may exist in our sumers about what it is that what they would say to this won- As an African American, ing superhero-on TV or off-is own backyard. And she teaches connects them with certain der woman if given the opportu- Oprah has shown me that it's a black wonder woman named us to look beyond the differ- products and brands, but these nity, respondents expressed the possible to reach the highest Oprah Winfrey. ences that separate us, to focus conversations often end up following sentiments: heights without abandoning my And best of all, she's real. She instead on our collective being about so much more. By "Tell her she makes me proud roots. But the best part is she has may not be omniscient, but she humanity. asking the right questions, a to be a black woman" ... "a full - proved to the little girl who still is uncommonly wise. She may I remember only bits and conversation about what brand figured woman" ... "a brown - resides inside me, and to count- not have bullet -deflecting pieces of the day I defended my of baby food someone purchas- skinned, full -featured, black less other little black girls bracelets and magical powers, doctoral dissertation. It felt as if, es can easily evolve into a deep- woman" ... "a woman" ... "a around the world, that super- but she does have the power to under tremendous pressure, I'd er discussion about the meaning human being." heroes really do exist, and some change lives. blacked out from shock and out of family and life. "Tell her that I said, 'Thank of them look just like us. She has changed mine- of necessity channeled Oprah. you.' For everything that she has Because of Oprah Winfrey, we inspired me to unshelve my To my mind, for those three Warmth and Respect given every little black girl who now know that we don't need childhood dream, polish it up hours (for which I'd spent the Each time I sit down with a grew up facing adversity. She's some hokey invisible plane. All and place it front and center for better part of a decade prepar- subject, I make a conscious shown us that we can beat the we need is to put our minds to it all the world to see. ing), I was brilliant, witty, quick effort to mirror the warmth, odds." and we, too, can fly. Having been raised by a on my feet, self-assured and compassion and respect Oprah "Because of her, I know any- Patricia Raspberry, Ph.D., is writer and an English professor, resilient enough to overcome shows her subjects. Following thing and everything is possible." a social psychologist and director I inherited a voracious appetite any obstacle thrown my way. In her example, I try to couple These messages, and many of research analysis for consumer for the written word and near short, I was Oprah. strength with sensitivity so I get more like them, came from research firm Portico Research. reverent appreciation for educa- The reality was, of course, the answers I'm after in a way young women and men of all She can be reached at raspber- tion. Still, I was taught early on, that I'd done it on my own. After that leaves my subjects feeling sexual orientations, educational ry@porticoresearch. corn. Congratulations to 0/x?ah Winf y, esLeemed recipient of the 2004 NAB Distinguished Services Award.

Nielsen Media Research salutes Oppah's oustanding acnievements and contributions within the broadcasting industry.

Nielsen a vnu business Media Research SPECIAL REPORT MONDAY, APRIL 19, 2004 TelevislonWeek

---.-;,- - Oprah Winfrey Tribute

4l 1

r l -7

r 1

l

,.o

CROWD Pd1UUISER Through her ChristmasKindness campaign Oprah Winfrey distributes school books and stpplies, clothing and food to children In South Africa In December 2002.

others. Winners are announced online. Asked how directly involved the talk show hostess is with all this largesse, Ms. Hudson said, Charity "Very. Remember, Oprah still signs all the checks herself." Through all the years of giving, no gesture seems to have had quite the impact of her emotional Begins r trips to South Africa. In 2002 Ms. , ) Winfrey told her audience that she was determined to give chil- dren orphaned by the AIDS epi- demic the best Christmas of their lives. She and her team, including ith 40 Hamo employees who volun- teered three weeks of their vaca- tion time to travel to South Africa, brought gifts of clothing, shoes, books and toys. Oprah After the "ChristmasKind- ness" special aired, viewers con- tributed $6 million toward help- Donations of Clothing, Books, a School ing those children. "I've been blown away by Are Just a Start to Her Philanthropy r people's willingness to help and By Jacque Jones Dianne Hudson, former execu- do good," Ms. Hudson said. Special to Television Week tive producer of Ms. Winfrey's "People wrote in and said, 'We'll With a yearly income said to talk show and current president pack up our family; I'll quit my of the Oprah Winfrey Founda- job, just tell me where to go.' be in the $200 million range, IN THE CLASSR0011i On her December 2003 visit to Cape Town, South Winfrey reached billion- tion, which was established in Oprah increases awareness Oprah Africa, Ms. Winfrey visited tie Chris Han' Independent Schoo . aire status in 2003. But while 1987. "It's in her nature. She's through example. Most people she may live large, she also gives always been this way, and her students who plan to use their of Oprah's Angel Network. The have no idea of the AIDS pan- large. foundation is just a more formal education to give back to their public charity, launched on demic because they don't realize Ms. Winfrey has donated philanthropic effort." communities. There's also the "The Oprah Winfrey Show," is the number of children who more than $50 million to charity, Ms. Hudson said Oprah is Oprah Winfrey African Women funded by viewer donations and have been affected." according to the Chicago Sun - extremely clear about her goal- Fellowships, a partnership with celebrity sponsors and contrib- Recently Ms. Winfrey's foun- Times, landing her a spot on last to educate as many children as New York University's Robert E utors who often match the dol- dation broke ground on a public year's prestigious Chronicle of possible. And she's wasting no Wagner School of Public Service, lars collected. The charities school outside Johannesburg, Philanthropy as one of America's time doing just that. Along with an endowed program that helps reflect Ms. Winfrey's values, and South Africa, scheduled to open top donors. She became the first Free the Children, a nonprofit educate African women for her large staff is constantly in 2006. The Leadership Acade- person to receive the Bob Hope that builds schools around the leadership positions in their researching worthy charities my for Girls comes directly from Humanitarian Award from the world, her private foundation home countries. spanning the globe. Frequent her belief that "women will Academy of Television Arts & has already had a hand in on -air updates let contributors change the world." Sciences at the 2002 Primetime launching 35 schools in coun- Passion for Giving know where their money is The foundation is also Emmy Awards in recognition of tries including Haiti, India, Add to that list A Better being directed. exploring partnering with her ongoing support of numer- China and many in South Amer- Chance, a nonprofit that awards To date, the Angel Network groups that could offer satellite ous human rights causes. ica and Africa. Her foundation scholarships to students with has raised $17 million. dishes, monitors and generators Ms. Winfrey's humble and at has also worked with Help the merit, for which Ms. Winfrey is To reward those fighting the to provide educational tools to times traumatic background is Afghan Children, another non- the national spokesperson. good fight with less than Ms. as many children as possible in what inspires her to speak for profit. The organization has Ten years after she began her Winfrey's resources, there is the the most remote areas. people, especially children, who built two schools in Afghanistan private foundation, Ms. Winfrey $100,000 Use Your Life Award, Expect more projects to don't have a voice, her friends and is slated to build four more. decided to share with her view- which she established to give a come. As Ms. Winfrey said at her and colleagues said. Her National Scholars Pro- ing audience her passion for giv- helping hand to those who are recent 50th birthday party, "I'm "She's a real humanist," said gram awards scholarships to ing and announced the launch working to improve the lives of just getting started." the eig t wonder of the world philosophy: when she listens people talk. when she cries we cry with her. she can be anything she wants to be including our president. what she has chosen to be above all else is simply herself. this is her magic. many believe she is an earth angel. we believe she is the eighth wonder of the world. we thank you Oprah for everything you do for everybody, everyday of your beautiful life.

philosophy i18 SPECIAL REPORT MONDAY, APRIL 19, 2004 TelevisionWeek Oprah Winfrey Tribute

Oxygen: 3 Oprah's RIM fa.

in the Air I Star's Committed With 20% Stake in filet By Lee Alan Hill gen, and though she is based in Special to Television Week Chicago and we are in New York, Those who cannot get she wanted to play a role in facil- enough of Oprah Winfrey during itating the concept. We were 1 ar the day can turn to "Oprah After thrilled." MORE LATER "Oprai After the Show" is a half-hour taped especially for Oxygen network's evening schedule. the Show," a half-hour program Ms. Winfrey became a key taped specifically to run on Oxy- investor in Oxygen, along with than 51.4 million homes, reach- who can communicate with In the early days Ms. Winfrey gen. That show is only a part of Ms. Laybourne, the team of ing 95 percent of them through everyone," Ms. Hall said. "She is contributed one of the first suc- Ms. Winfrey's involvement with Marcy Carsey, Tom Werner and expanded cable. Ms. Hall said someone who does not get cessful series for Oxygen. the cable channel geared for Caryn Mandabach, and Vulcan, the network brought in more involved unless she will really be "Oprah was just becoming women. As a co-founder of the venture capitalist Paul Allen's than $120 million in revenues committed to the project. computer -literate," Ms. Hall Oxygen network, she is company. Additionally, Tim during its last fiscal year and "From the outset, she shared said, "and she thought the audi- immersed in its growth and Bennett, president of Ms. Win- that, "We're profitable." her ideas and her vision. We ence would want to learn about development. frey's Harpo Productions, sits on Ms. Winfrey, she said, con- speak about projects and ideas computer things with her. So "We approached her about the Oxygen board of directors. tributed greatly to that rapid frequently, and with Tim Ben- she did a show along with her being involved," said Lisa Hall, Though Ms. Winfrey's stake is success, beginning by using the nett on our board, we have friend Gayle King called 'Oprah chief operating officer, who less than 20 percent, her intrin- assets of Harpo, including O Oprah's presence always." Goes Online.' It was huge for us, worked with Oxygen CEO Geral- sic value to the company is far Magazine and Oprah.com, to Mr. Bennett said Ms. Win- but after 13 episodes (actually, dine Laybourne on the concep- greater because of her ideas and reach the target audience of la- frey's input into the network is 121, there was no place else to go tion of the network. presence and the following she to 49 -year -old women, her core significant. "I don't think Oxy- with it, really." "We thought, who was a bet- brings with her. viewers. gen's voice differs that much That's when the idea of ter voice of women?" Ms. Hall Oxygen launched in Febru- But that is not all she has from what Oprah is trying to do "Oprah After the Show" was said. "She liked the idea of Oxy- ary 2000 and is available in more done. "She is not just a person at Harpo," he said. continued on page S24

Jn. ceCebraEion o/ Ehe

. rah, OWE o Áfniuver3arl ) 2O" .-r, Congratulations on your G,1:, ti. ,. í1Ñ_ -Hl!CAGr3 `~ L prestigious honor, the NAB's

Distinguished Service Award ----_.r. abc/ !of: ABC 7 CHICAGO

From ',our friends at WLS=TV... Jt _Alf g9an Copyright © WLS-T/ photcgraph © 2002 -larpo Productions, Inc. All Rights Reserved. Photographer. Fabrizio Ferri { TelevisionWeek MONDAY, APRIL 19, 2004 SPECIAL REPORT SI Oprah Win rey Tribute / Sharing r... Her Love ,r..r for Books Reading Series Has Wide Impact By Jacque Jones while to become the leisure time Special to Television Week activity for the in crowd. In 1996, when Oprah Winfrey In the first six years of the decided to share her love of club, her selections included books with her viewing audi- works of well-known authors ence, no one could have predict- such as Toni Morrison and Maya ed the enormous impact she Angelou and previously obscure would have on readers-not to writers such as Andre Dubus III, mention on booksellers, pub- author of "House of Sand and ' lishers and authors. Fog"; Janet Fitch, who wrote SPOTLIGHT Ms. Winfrey welcomes Nobel Prize winner Toni Morrison, author of 'Song of Solomon," to the book club. Always an avid reader, Ms. "White Oleander"; and Jacque- Congresswoman and current er. "She gets people into book- Ms. Winfrey's love of reading Winfrey chose loved books she lyn Mitchard, who wrote "The association President Pat stores and libraries, and maybe began at age 3 and never and encouraged viewers to Deep End of the Ocean." In a Schroeder. they'll look around and buy stopped. "Getting my library accompany her on literary jour- perhaps not coincidental burst It's hard to say whether the other books, make it a habit." card was like getting American neys, which ended with on - of synergy, all three books publishers' reaction was due Authors and publishers love citizenship," she once reported- camera discussions with the became major studio films. more to Ms. Winfrey's legendary her and so do readers who had ly said. While ratings for the author and a few selected view- When Ms. Winfrey received charisma or her ability to sell given up reading due to busy book club's televised discussions ers. It was a simple process that the American Association of books. With 23 million viewers lives or intellectual laziness. aren't stellar, Ms. Winfrey has exploded in popularity. Publishers' Honors Award last in 107 countries, that's a lot of Many of them have posted items stuck with it. So great was her reach that year, she gave an acceptance potential readers. on Ms. Winfrey's Oprah.com Selected books sport her book clubs, once made up speech that had audience mem- "There are 3,000 new titles a Web site saying they are indebt- endorsement sticker on their mainly of retired folks meeting bers "literally on their feet week, so Oprah does everyone ed to her for their renewed inter- covers-an endorsement sure to at the local library, seemed for a screaming," according to former this big favor," said Ms. Schroed- est in reading. continued on page S26

-- Penguing GroupUSA Inc. congratulates OPRAH WINFREY recipient of the Distinguished Service Award from the National Association of Broadcasters and salutes The Oprah Winfrey Shows 20th Anniversary SPECIAL REPORT MONDAY, APRIL 19, 2004 TelevisiolWeek Oprab Winfrey Her Life's Tribute Journey From Rural Hardship to Worldwide Fame

1 Named co -host of 1954 "People Are Talking," a 1 Born Jan. 29, In live local morning talk Kosciusko, Miss. show. NVP 1970 1984 1 Begins broad- / Debuts as host of casting career WLS-TV's "AM Chica- when hired to read go," a live morning Oprah Winfrey the news after show. school at local radio station. 1 Within a year, the program is renamed "The Oprah Winfrey 'THE COLOR PURPLE' The successful 1985 feature , which co-s:arred Danny Glover and Whoopi Goldberg, 1971 Show" and expanded to one hour. gave Oprah Winfrey her first film role; she earned an Oscar nomination for best supporting actress. 1 Crowned Nashville's Miss Fire Prevention. Enters Ten- nessee State University in i 1985 on Chicago's near 1995 Nashville. 1 Makes acting debut as west side. 1 First appear-

1 Wins Miss Black Tennessee Sofia in Steven Spielberg's P Loses 67 , ance on Forbes

pageant. 5ti film "The Color Purple." pounds on a liquid 400 list of I It( I, ' l; nc l diet. .11 wealthiest .11l 1973 1986 Americans; net 1 Becomes first female 1 Nominated for best sup- worth reported anchor and first black TV news a porting actress Oscar for "The 1989 as $340 million. anchor at Nashville's WLAC-TV. Color Purple." "The Oprah Win- P Produces frey Show" goes into national and stars in i 1996 1976 syndication. two-part PIntroduces .3 1 telefilm "The monthly on -air Joins Balti- 7' more's WJZ-TV as .' 1988 Women of book club with "The Deep End of co-anchor on "Six 1 Becomes full owner of Brewster the Ocean" by Jacquelyn News." her program; builds studio Place." Mitchard. o'Clock 1986 .' ¡ 1989 1' A

OpraA

Conyra/ufalions 7Áis9ear's 9?ecpien/ of

The National Broadcasters Association Distinguished Service Award

II>iolnki>i 1-0r C

P oiuote -Il ng lnlrtre

,= Timl nv

our 9rrenhis 71. STOR MX bUFFEURED LIMOUSINE COMPANY Limousine Service TelevisionWeek MONDAY, APRIL 2004 19, SPECIAL REPORT S21 Oprah Wji rei, 1997 2004 1 deal Signs with ABC to pro- I Tests new maga- duce six TV movies under the r zine, 0 at Home. heading "Oprah Winfrey Pre- 1 Appears on Inter- sents." TV names Guide her national Best -Dressed Television Performer of the List. Year. Launches Angel Network I Celebrates 50th campaign to encourage viewers birthday with bashes In do good works. to Chicago, Los Angeles .,....-- and Montecito, Calif. 1998 Sixth "Oprah Win- Lifetime Achievement frey Presents" Award from the National telefilm with Academy of Television Arts Ir ABC, "Their & Sciences. Eyes Were 1 Prevails In $10 million Watching defamation suit brought by "Dr. God," star- 4- Texas cattle industry. Phil ring Halle 1Produces _ J-I' Berry, goes Halle and r = stars into production. Berry in the fea - 2003 ture film 1 Resumes book club with "Beloved." new format and emphasis on ti Co- classics. founds Oxygen 1 Earns n . dl a. Association of 1 Time mag- American TEXAS CATTLE w azine names . Publishers' INDUSTRY her one of The highest "Moo. Don't `EELDVED' Oprah Most Important Winfrey, in character as Sethe, with award, the mess with ca -star Danny Glover, was disappointed by the public's People of the AAP Honors. Ms. Winfrey!" ILkewarm reception to the 1998 film. Century. I Ranked second 2000 Ph I," s:arring Dr. Phil McGraw, Annual Prlmetime (after Sen. 1 Teams with Hearst to regular a guest on her show. Emmy Awards. Hillary 1 launch 0, The Oprah Magazine. De3ut of unscripted Oxygen I Suspends her book Rodham 0xygen Network debuts. series `Oprah After the Show." club. Clinton) among women 501H BIRTHDAY 1 Launches Christ- Americans admire most in Oprah Winfrey is feted by Wonder, 2001 2002 masKindness, bringing gifts of Gallup Poll. Stevie left, party host John Travolta and best friend Gayle Kiig on I Announces creation of the 1 Receives first Bob Hope clothes and food to orphanages First appearance on "03rah," 2E. daily syndicated series "Dr. Humanitarian Award at 54th and schools In South Africa. Forbes billionaires list. January

! --

r

Chicago -Scenic Stidios, sa ii,M9 Í,l"rfJ Jfl Íl,¡ Í;i flJ II IJI:: ward

110Í: ,.... ,,. ¡pi' )U ÍÍ,S. JJ JíAW together B u r Z felt"

z N \ W c 0 1\ m CHICAGO SCENIC STUDIOS S22 SPECIAL REPORT MONDAY, APRIL 19, 2004 TelevlslonWeek Oprah Tribute Tribute I : art J o t e OPAAN; Ipra op+N ] 0 Mission The Oprah Magazine Is a Runaway r Publishing Hit Built on Personality By Betty Goodwin scribers. (Other titles originally Special to Television Week considered: Aura and Spirit.) There are plenty of one - When it debuted as bimonth- name wonders out there-Cher, ly in April 2000 with an initial rate base of 500,000, it instantly Madonna, Beyonce, Prince. But MIL the individuals who can be iden- made magazine history. It was tified by a single initial make up Hearst Magazines' most suc- a short list indeed. cessful launch ever and winner Welcome to O, the big eye- of Adweek's Start -Up of the Year COVER GIRL Oprah Winfrey not only poses for every 0 cover brit is actively involved with editorial decisions. catching letter on the cover of 2001. Good Housekeeping, Oprah Winfrey's 4 -year -old Hearst's largest magazine, has a In print, Ms. Winfrey stands Chief Amy Gross. "Choose Hap- ident, either one would win." monthly magazine. The full title 4.5 million circulation. for a mix of health, fashion tips, piness" is a headline you won't Personality -driven maga- is O, The Oprah Magazine, but "From day one we knew we book recommendations, per- find in Vogue, though you might zines have their perils. After either way you slice it, it doesn't had a huge success because of sonal movie star chats and her come across something like Martha Stewart's conviction last require a "Winfrey" to achieve who she is and what she stands own "values and presence: posi- "Can New Shoes Make You month for lying to government its current guaranteed advertis- for," said Hearst Magazines tive, empowering, fun, substan- Happy?" a recent O story. ("Yes, investigators, Martha Stewart ing rate base of 2.15 million sub- President Cathleen Black. tive, heartfelt," said O Editor in of course they can," is the O Living Omnimedia is consider- answer.) ing removing her name from the "Oprah has a mission," Ms. title of the Martha Stewart Liv- Black said. "She really wants to ing magazine. Rosie O'Donnell's help women live better lives, yet Rosie folded after a short time, she loves beautiful homes, primarily because she and pub - beautiful clothes, girlie things." lighiuinl The magazine's editorial offices are in New York, away From day from Ms. Winfrey's Chicago base, but she stays actively one we knew we 1 encouraging involved. "I probably set the had a huge suc- theme for 10 or 11 out of 12 issues," said Ms. Gross, "but cess because of entertaining then the staff contributes a bar- rage of ideas. We come up with a who she is and lineup, assign them, edit them, what she stands send pages off to Oprah every night as they're complete, [and] for.M send her stories, text when I've Cathleen Black, Hearst Magazines president signed off on them." encore! Ms. Winfrey poses for every lisher Gruner + Jahr had "quote, cover and gives important input creative differences," Mr. Cohn to the design director on cover said. choices. Gayle King, a former "There's a danger when egos You Go Girl! television news anchor and Ms. are involved," he said. "To say Winfrey's closest friend, is editor this could never happen Recognizing your NAB at large. between Oprah and Hearst-I'm A special issue of the maga- not saying it will-but suppose Distinguished Service Award. zine called O at Home, which she wants to make herself less started in October 2003 as a 48 - visible and drops her TV show, page advertising supplement for like Johnny Carson. What hap- subscribers, will be sold on pens to the magazine? These are newsstands only in May and risks. If something happens to October. "We're kind of testing Ellen Levine (editor in chief of the water," Ms. Black said. Good Housekeeping), the maga- "Oprah has a Pied Piper effect zine continues. It's got its bene- Ion] her audience," said Steven fits, but its risks too." Cohn, editor in chief of Media "We hope O will have a long FREEDOM Industry Newsletter, of her mag- and healthy next half of a centu- BROADCASTING, IN(, azine's success. "They follow her. ry. We are thrilled to work with They believe her. If Oprah her. We will keep our fingers endorsed Kerry or Bush for pres- crossed," Ms. Black said. TelevisionWeek MONDAY, APRIL 19, 2004 SPECIAL REPORT 523 Uprah Winfrey ters, domestic violence, helping has been I could wake up in the RECORD Tribute kids get through school, most of morning and decide for myself them minorities, $10 million what to do with any given show. I continued from page S6 here and a million there. I don't don't have a board, I don't have a TVWeek: Why? Phil Donahue go around telling people about network, I don't have a commit- Ms. Winfrey: Because, just the People no used to think one that. I'm for transcending what- tee, I don't have anybody saying fact I am. I am. I that And am on would want to watch a bunch of ever barriers or restrictions and you can't do that, you should do television speaking to millions of talking heads in the daytime. I perceptions that the world might that, or we think it's too much of people around the world on a mean, talk shows, by their have had about what I could be this. When I decided to change daily basis attempting to say nature, not very are visually or do as a woman and certainly the format of my show, I didn't go something that is meaningful, exciting. It took us a long time as an African American woman. to anybody but myself. And then that transcends race, creed, to re -orient the thinking . of the when I decided I wanted to call it background, poverty, situation. decision on -makers that. Oprah TVWeek: How important is it something, I was going to call it To me it is one of the greatest tes- was able to do in one year what to you to be able to own your 'Change Your Life,' I didn't go to taments to the Civil Rights Move- took us get 10-to her program show, and own your studio? anybody but myself. I didn't have ment and to doing something for on the air from coast to coast What has it really meant to you anybody to have to answer to African Americans, because what in every major market. as a person? As a creative person? other than myself. To me that a lot of people don't understand, I always looked at her with Ms. Winfrey: What has it was the ultimate in freedom. and perhaps maybe this person admiration for her achieve- meant to me? doesn't get that either, is that in ments in every way. A little envy TVWeek: You're associated order to succeed in world, I the maybe, too, but have a heart TVWeek: Yes. with really wonderful TV and what Martin Luther King and full of respect for Oprah. It's not possible to overstate that. This Ms. Winfrey: Beyond finance. film projects but you seem to be everybody else who fought in the woman has used her power to very good effect. She's done just The financial part of it is literally more into crafting one at a time Civil Rights Movement was try- wonderful, wonderful work, calling attention to some very impor- just some icing on the cake. It's rather than building a big com- ing to do was, as he said in his 'I tant issues. That's why she's earned not only all her success but not the cake. The cake is having pany that does a lot of stuff. have a dream' speech, was that the admiration of her viewers and those who know her. the freedom to stand inside Could you share with me your we would one day be known by yourself and make decisions for philosophy on producing and the content of our character and African American family on with children.' Far more powerful to yourself based on just, 'What do what you want to accomplish? not by the color of our skin. So to other families, and the black be seen within the context of I want to do?' There is a most Ms. Winfrey: I want to do be seen as a human being first, American family is there in the what is perceived as normal, magnificent line in the book good work that speaks to people that's the goal. That is the goal. suburbs and they're driving what is perceived as good. 'Beloved,' which was also in the in a way that lifts them up and That is doing more. their car and putting their kids So this 'Why don't you do movie 'Beloved,' where the for- entertains them. Sometimes And I say the reason I'm to bed and you see the mother more for black people?' thing, mer slave Sethe is asked what that's not possible to find for pained by it is because I've had a talking about her everyday that question just pains me. First did it mean those 28 days when three or four years. Sometimes lot of African Americans say, stresses along with all of the of all, all the things that I do, she was free before the slave you may find one good project 'You should have more black other mothers talking about including putting 200 black men master comes back to get her? that you want to really devote people on your show,' because their everyday stresses. And you through school at Morehouse And she says this: 'I could wake yourself to, or two, and it may they want me to walk out with a see the mother hugging her chil- University, including building up in the morning and decide take a while to develop those. banner announcing, 'This is the dren and the father reading to schools in Africa and working for myself what to do with the And because I'm not trying to black show for black people.' the children at night without with African children, and the day.' That's what freedom is. build a company, I'm not trying And, me, it to is far more power- saying, 'Oh, they're the black millions of dollars I've given So for me the most powerful to make a name for myself or ful to show a black family or family and they also read to their away to battered women shel- aspect of owning my own show continued on page S25

BABCO Congratulates Oprah Winfrey

on her NAB Distinguished. Service Award. .

and. Salutes The Oprah Winfrey Show

on its 20th Anniversary

www.babCoinC. Com

AgEr Builders of Harpo Studios CONSTRL/CT/ON. /NC S24 SPECIAL REPORT TelevisionWeek MONDAY, APRIL 19, 2004 o hi .iti il SIMON & SCHUSTER, INC. Celine Dion 1 I had the pleasure and the CONGRATULATES privilege of meeting Oprah on various occasions, either as a guest on her show or on a more personal basis by singing at her recent 50th birthday A bash. What strikes me Is how OP ' H wonderfully simple and easy - to -reach she is as a person. She has a fabulous talent for listening. Her guests, her audience, the public that writes to her, her friends-we all benefit from that. WINFREY By listening to people, she can understand better. She becomes a captor of their hopes, fears and dreams. And by translating them to images and writings, she becomes a channel RECIPIENT OF THE in which many of those dreams come true. People relate to and Identify with her. She is a role model to many women. The Indians have a lucky charm called a dream catcher. This concept describes Oprah perfectly. No doubt, she is America's National Association of Broadcasters dream catcher.

Distinguished Service Award and "Talk Sex With Sue Johan- son" as well as with the ongoing OXYGEN "Conversations From the Edge continued from page S18 With Carrie Fisher," which has born. Taped directly after the been renewed for two more SIMON & SCHUSTER TOUCHSTONE hour-long "The Oprah Winfrey years. In March the network Show," the half-hour may fea- announced an ambitious new FIRESIDE SCRIBNER FREE PRESS ATRIA BOOKS ture the guest from the syndicat- slate of programs, increasing its ed program if he or she is avail- programming spending by $50 POCKET BOOKS SIMON & SCHUSTER AUDIO able. It's a chance for the million this year. audience to ask Ms. Winfrey Due to premiere June 4 is the SIMON & SCHUSTER CHILDREN'S PUBLISHING questions, discuss the topic of network's first scripted sitcom, the day or just perhaps talk "Good Girls Don't Cry," which is about movies or events, as from producers Carsey-Wemer- friends do in conversation. Mandabach. That company has "It's really a pleasure to do it also licensed to Oxygen "Living as an unscripted show," said Single," a sitcom starring Queen Ellen Rakieten, the executive Latifah, which ran on Fox from producer of both of Ms. Win- 1993 to 1998. frey's shows, and an 18 -plus -year From Cirrus Communications veteran of Ms. Winfrey's team. this summer will come another "We just change some graph- original comedy, "Naked Josh," ics and some lights and keep joined on the Friday night lineup going," Ms. Rakieten said. "We by "" from Barna - found that if we took a breather, Alper Productions. This fall Oxy- the audience and everyone else gen will premiere its third original lost the flow." telefilm, "Tempting Adam." CONG RATULA'1'1 S OT'.RAI -I! More often than not, the guest Additionally, it has ordered or guests of the day are more than willing to participate in "After the Show." NA lot of The more famous, syndicated people tape talk show is timed at an hour and rarely needs to be edited down, Oprah's day- YOU MAKE THE WORLD but the half-hour "After" has been known to go longer than the allot- time show and ted 30 minutes and must be edit- watch the two A SWEETER PLACL. ed before delivery to Oxygen. "What we have found is that together.N a lot of people tape Oprah's day- Lisa Hall, chief operating officer, Oxygen, time show and watch the two on the popularity of "Oprah After the Show" together, or use their TiVo to do so," Ms. Hall said. "It also has "Snapped," a reality series about increased Oprah's audience, female criminals and what made particularly among males and them go bad, which will be paired others who can't watch her dur- on the schedule with "Women & ing the day." The Badge," a reality series that Oxygen announced in March focuses on female cops. that "Oprah After the Show" is "We're involved in the mar- renewed for a third season. keting of the new shows," Mr. Because Harpo has a pact Bennett said. "We've also helped with ABC to provide program- Oxygen form a relationship with ming for the network, chiefly Comcast in Chicago." telefilms and specials, there is a It all sounds good to Ms. Hall. I limit to what it can supply to "When Oprah walks into a Oxygen. Mr. Bennett said in room, charisma walks in first," some cases Oxygen can be the she said. "Oprah is a force of first tier to run such Harpo pro- nature. Her passion, her vision CLI 1. BARS;.,V 1Cf I& RON SI Rid ductions after the ABC arrange- and her ideas are all incredible. CLIIF & B[1SIIR COCONUT MAC:VRc_)O'M ments are fulfilled. She wants to make a difference The network has had success in the world. Hers is a strong this past year with two original point of view that we not only series, "Girls Behaving Badly" listen to, we learn from." TelevisionWeek MONDAY, APRIL 19, 2004 SPECIAL REPORT S25 Qprah Winfrey Ms. Winfrey: You know what of the TV industry as a business, RECORD Tribute it is? I think it's like the accom- its impact on our culture and on plished children have no shoes. our world? Do you approve? Dis- continued from page S23 Ellen You spend your life on TV, you approve? have lots of product, I want just walk in the studio every day. Your Ms. Winfrey: Well, I think to do movies that I want people job is TV. To me, when I'm with this: It's not for me to approve or to see. I want to tell the story. DeGeneres myself, I'm with myself, I don't disapprove. I think I'm not Everybody asks me, will I act What can I say? You've seen it want to be with whoever else is happy with the state of televi- again? Probably not. Not unless all, you've done it all, and now, on the TV. So for the most part I sion. I think it's so misused. something comes along that just you have it all. You truly are a will have to tell you I do TV, but I so stimulates me that I feel like role model for women who want so don't watch TV that a while TVWeek: What do you mean I've really got to do this. Because to make their own way in life, do back when the All -Star Game by misused? it's not about acting me, it's for things the way they think they was on, we're in a new house Ms. Winfrey: Oh, because I about telling a story. 'The Color should be done and use their here in Santa Barbara and ... think it's the most powerful Purple' was about telling a story successes to give back and make we've been in the house since medium we have for communi- that I wanted to be heard, and so a positive change In our society. . - January and the TVs haven't cation at this time. I think (we was 'Beloved."Women of Brew- "Congratulations" doesn't really cut it here, Oprah. I gt.ess been put in yet, and I'm upstairs have) the ability to use it for a ster Place' was about a telling I'll Just say thank you. in my sitting room and there was higher good, and I don't mean for story that I wanted to be heard. one in the sitting room and Sted- spiritual programming, I just It wasn't I about how do make 'Nobody could decide whether it resonated with me so strongly man had been going to visit mean [programming] with stan- money, or how do I build a name was a great read but me. It wasn't because that's the way I feel. it's friends to watch TV. He said, dards and with a sense of pur- for myself in this business and up to the director to decide for about the show. Was it a good 'God, I'll be glad when you get a pose. I think it lacks a sense of what does my say. company It me because I would know inside show? Did I really do a good job? TV here.' I said, 'You know what? purpose. I think it's just whatever just is really about the process of myself whether or not that was a Was I 100 percent present there? I think there is one in the house.' can get people to watch for any the work for me. And that is why great read. I would leave either OK, then that was good. OK, it He goes, 'There's one where?' I length of time and I just think I'm probably happier a lot satisfied than or dissatisfied that I was may not have reflected that in the go, 'I think I saw one in the cabi- that that's a misuse. How can it of are in people the business, able to reach down inside myself numbers, but that was really, real- net.' And there was one. There better be used to inform people's because I don't have frustra- the and pull up whatever was neces- ly good. It may not have reflected was a TV in the cabinet that I had lives? I mean, look at the news. Is tions of trying to prove anything. sary to bring to the character, in it in the numbers, but I know I never turned on. He goes, 'You that really informative? The happiness is in the very that moment, what the character could feel in that particular show mean there's been a TV in this moment of doing the work for needed, and if I left the place and that people were moved. house? How long has it been TVWeek: What do they say me. It's in the very process of thought, "That was good."' And I here?' I go, 'You know when they about local TV news? 'If it bleeds doing the work. said, 'I bet more often than not TVWeek: Do you watch TV? were laying in the floor there was it leads.' You know, I had a great con- you got the callback.' He said, Ms. Winfrey: I don't watch TV a guy here doing the sound thing Ms. Winfrey: That's right, versation with my mentor, my 'Yeah, because that's the way it and I think he put it in, but I for- that's what I'm talking about. Is love, Sidney Poitier, and he said works, but there were times TVWeek: You don't at all? got he put it in.' So Stedman sat that informative or is that to me, 'You know, whenever I was when I didn't get the callback. Ms. Winfrey: No, I so don't up in my sitting room and bombarding me with a bunch going a I to read for role never There were times I didn't get the watch TV watched it. We still don't have all of violent facts for that particu- read for the role in anticipation callback and I didn't deserve the the TVs in the house. I'm not a lar day based upon whatever is of getting the role. I went into callback, because I knew I wasn't TVWeek: You're just too busy? TV watcher. that particular news agenda. every reading just a goal with of as good as I could have been.' Or you've made a conscious No. I think that it's misused doing a great read.' Ile said, So I feel that way too, and it decision? TVWeek: What do you think continued on page S27

Oprah,

Thank you for everything you

_ ";y,rr have done in Chicago - .1 and in oúr

, . : 1¡ production community.

You rock !

Love, Shoot in and Save up to 25% in Labor

www_filmillinois_state_il_us The Illinois Film Office

IILEI.. f)rr.ra FILM 3 I 2 8 1 4 31500 tdd 3 1 2 41 9 0667 S26 SPECIAL REPORT TelevisionWeek MONDAY, APRIL 19, 2004 Oprab Winfrey Tribute The American Library Association i salutes, our honorary member and READ® U poster celebrity oP Oprah Winfrey.

ah Md." (n Am+n.'a Llb.,riew to book in June 2003. Her commitment .r IT'S Ca Ms. Winfrey readies to relaunch the club literacy and libraries continued from page S19 has helped bring the BOOK CLUB boost sales and prestige among and I was so excited I ran around readers. That sticker, in fact, cre- the office trying to find people to power and' joy of ated a sticky situation with "The tell," said Maureen Donnelly, Corrections" author Jonathan head of publicity for Penguin, reading to. millions. Franzen a few years back. the publisher of the paperback In a mild dustup, Mr. Franzen version of the classic chosen for made it known that he was less the book club. ALA is proud of our than enthusiastic about his book USA Today's headline pro- being included as a selection of claimed, "Oprah Helps Stein - longstanding relationship Ms. Winfrey's book club, implying beck Outsell Hillary." that his book was in a different The publishing house had to with Oprah's Book Club®. class than those typically chosen. go to press three times to satisfy Those expecting Ms. Winfrey demand. "Typically, the title to strike back were disappoint- sells 50,000 copies a year, but we Discover Oprah's books ed. As always she took the high went up to 1.7 million. The road, releasing a statement that Oprah effect was major," said @ your library' said in part: "It was never my Ms. Donnelly. "She really does a American intention to make anyone great service to literacy, invest- Library uncomfortable or cause anyone ing her time and effort into Visit the American Library Association at www.ala.org ALA Association conflict." The book remained a selecting books." book club selection, but there was no dinner, televised or oth- 'The Test of Time' erwise, with the author. Mr. The Oprah Book Club Franzen has since stated relaunch arrived with a new through the press that he han- standard. Instead of popular fic- dled the situation poorly due to tion, selected books will be his lack of experience. "great reads that have stood the His initial standoffish reac- test of time," said Carly Ubersox, tion to Ms. Winfrey's embrace of spokesperson for Harpo Pro- his work was a rare exception to ductions, Ms. Winfrey's compa- the gratitude that almost all ny. Publishers greeted the news authors show for her attention. with great enthusiasm, despite Still, after six years and 46 their fear that viewers might be books (all of which reached the turned off by the new criteria. best-seller lists), Ms. Winfrey There were other changes as apparently began to feel the well. Rather than selecting a new From all of us at thrill was gone. Admitting that book each month, Ms. Winfrey Assignment Desk, the pressure to select a book a decided that choosing only three books per year would give Oprah, we congratulate million people might like had to five become overwhelming, she readers more time to "steep you on receiving this decided in April 2002 to officially themselves in a past classic." prestigious honor end the book club. Her enhanced Web site has a from the NAB. There was some ambiva- dedicated link that encourages groups and study You deserve it, girlfriend. lence. In a speech she gave to discussion the AAP, she described the club's guides. And those who join the And celebrating your W! shuttering as "losing a really online club receive weekly W 20 year anniversary, too? Ms. Winfrey. Cur- good friend." Then, during the e -mails from Again, congratulations 14 -month break, Ms. Winfrey rently, there are 330,000 mem- from the bottom read "East of Eden" and was bers in the online club. frustrated that she didn't have There is also a new travel com- of our hearts. the club in which to discuss it. ponent in which Ms. Winfrey We can't wait So back it came. takes a few viewers to visit an for the next 20. In describing her reason for author's hometown or a place reinstating the club, she said to where a story was set. For "East of Assignment her audience about the John Eden," she and her guests-cho- Steinbeck book, "I think this sen through letters or e- mails they E S K may be the best book I've ever wrote to the Web site reflecting a Any Shoot. Anywhere. Anytime. read. I brought the book club deep understanding and caring back to share it with you." for the material-journeyed to In the end, she just missed Monterey, Calif., and met with the books. Tom Steinbeck, the author's son. So in June 2003 Mr. Steinbeck's In January Ms. Winfrey epic became the book of the announced her second selection hour-literally. Within an hour of since the relaunch-Gabriel her announcement, "Eden" Garcia Marquez's "One Hundred jumped from No. 2,356,000 on Years of Solitude." The AAP's Ms. Amazon's Web site to No. 113. It Schroeder said, "I'm very hit No. 2 by the end of the day. impressed with her taste. She "We got the call on the Friday picks great books. Certainly not before Memorial Day weekend, lightweight beach reading." TelevisionWeek MONDAY, APRIL 19, 2004 SPECIAL REPORT 327 Oprah Winfrey pie. If you were to ask me what is is worthy of celebration? What RECORD Tribute my creed, my creed would be I does it mean to be put in a posi- am responsible for my life. You tion where everyone knows your continued from page S25 are responsible for your life. name and is going gaga over what TVWeek: For a network like Reuben Cannon I don't think it is an obliga- you have to say if you have noth- Oxygen, which I believe you're an I first met Oprah on a cold tion, because I think if I chose to ing meaningful to say? That's investor in as well as someone Sunday afternoon in Chicago just sit on the money, I could do what is embarrassing about the who does a show for it, there are a in 1985. Quincy Jones sug- that. There's nothing that says celebrity society, because it just number of shows that at least gested that I interview my hard-earned money or any- becomes lessons in egotism. some of the time seem to be used Oprah for a role "The In 5 body else's hard-earned money in the right way. Do you agree Color Purple." He felt she ''' t, has to go back into the public TVWeek: Are you a believer in with that? had the perfect look for the arena. No. 1, because Uncle psychiatry and in young people Ms. Winfrey: Yeah, I think not character of Sofia. When Sam's already taken half of it. getting these anti -depression just Oxygen. ... If I'm going to Oprah arrived she seemed That's what people don't realize. drugs and all this stuff? Do you turn on the TV II'm going] to use surprised but pleased to When you make the Uncle Sam think that's the way to address it for information that is going to learn that Reuben Cannon contribution, that is a major these problems? stimulate me in a way that I the casting director was contribution. That's major and Ms. Winfrey: I don't think wouldn't have been. I think that black. During that meeting nobody gives you credit for it. i that's psychiatry. I think that's Oxygen serves a purpose and I we began a conversation and always say I don't even get a drugs. I think I could talk forever think that it hasn't yet its reached friendship based on mutual thank -you. I want to go, 'Did you about this because I have wit- potential. I think the idea behind respect and common beliefs get the check?' But no. nessed it from my little home it was good, but I really do that has endured all these years. Do you have an obligation? base perch centered right there believe in television as a service It's Ironic that Oprah's greatest career success has come No. I think there are laws working in the heart of America and to the public. And that doesn't from her talk show; I believe Oprah's greatest talent is not how in the universe that work to your watched the deterioration of mean it has to be public service well she speaks but how well she listens. Her ears are in her benefit if you acknowledge your families and children, and the television programming. If more heart-this is Oprah's communication center. That's why we responsibility as a human being. reason is disconnection. programmers thought of it in love her-not that she talks to us, but tiat she listens and And that responsibility may not terms of a service to the public hears us. be because I made a million dol- TVWeek: Explain. you would also fulfill the ratings Oprah's spiritual beliefs give her the confidence to step out lars I'm now supposed to give you Ms. Winfrey: I meant that without having to have the pres- on faith and decía -'e her destiny. Oprai may not know what 20 percent. It may be other ways everybody's so busy trying to sure of fulfilling the ratings, tomorrow holds, but she knows who holds tomorrow. I love her that I can extend myself that don't make a personal name for them- because you're offering people for who she Is, a praying child of God who knows her purpose. A have anything to do with money. selves-whether it's in your per- what they need. When you pro- precious sister -friend who uses her tine, talent and resources That's why i love your question sonal community, a name with vide a service, people respond to to bring greater light to the world. To Oprah: Keep shining, my about obligation because a lot of your car, a name with your the service. yeah, So there are sister, please keep shining.... The world needs your light! people think since I've got a mil- square footage, a name with that do some it. I'm not saying lion I'm supposed to give it to what your street address is, a that it's all bad. Certainly it's not make the money this moment. obligation? I don't think that you. it doesn't mean that. name with what you are wearing, all bad, but I think it could be there is an obligation. I think For me, the whole celebrity with your pocketbook, your used for a higher purpose. I think TVWeek: Do you feel there is that there is reciprocity and that trip doesn't mean a thing unless Gucci bag. Everybody is so busy for the most part programmers an obligation among rich people life is reciprocal, and everything you have something meaningful trying to make a name for them- don't think about purpose. They to be a little more charitable? that goes around comes around, to say. What does it mean to be selves that they have lost sight of think about whatever is going to Ms. Winfrey: Do they have an so I feel like I live by that princi- celebra-ed and have nothing that continued on page S28

MAKING THE DREAM A REALITY

FOR ALMOST 20 YEARS NOW YOU'VE HELPED MILLIONS OF PEOPLE REALIZE THEIR DREAMS AND IN THE PROCESS FULFILLED YOUR OWN.

CONGRATULATIONS, OPRAH, ON RECEIVING ó THE 2004 DISTINGUISHED SERVICE AWARD FROM THE NATIONAL ASSOCIATION OF BROADCASTERS. YOUR YEARS OF SERVICE TO YOUR VIEWERS, YOUR INDUSTRY, YOUR COMMUNITY AND THE WORLD AT LARGE r HAVE MADE YOU A TRUE PIONEER. l

VIACOM TELEVISION STATIONS GROUP S28 SPECIAL REPORT TelevisionWeek eprah Winfrey MONDAY, APRIL 19, 2004 Tribute e INN a ' ( _ 31 s OVw 1111 the s ireet if you're so obsessed with your- self, with 'How do I make a name RECORD for myself in this celebrity -driven continued from page S27 society?' It's going to get worse what is real and what is the truth. before it gets better. That's just a fact. And so you have Did you say these kids that need to be on TVWeek: I came to the conclu- anti -depressants because they sion a while back that the secret are over- and understimulated by of being happy after studying a society that is demanding unre- much philosophy is when you "... paws?" alistic expectations. accept what you have then you I'm not a regular viewer of tel- can be happy. But there are very evision but several months ago few people in society who can when I was on vacation during accept what they have. Christmas break, I was flipping through the channels and trying to imagine what it would be like NI can get Thanks for all the to have been myself, my younger happy because self, growing up with television as excitement, Oprah! it is today. What do you begin to I choose to and think about yourself? Everywhere you look you're told that whatever have always it is you look like, it's not good chosen to enough. I mean you look at the channels with the girls in the accept the music videos. The standard for moment, accept WISHBONE what is normal is so exceedingly abnormal that of course all the this moment for Southern Cooking kids are on drugs. How are you going to live up to that? what it is. 903 When I first started doing the Oprah Winfrey magazine ... I was just standing there and someone was doing my Ms. Winfrey: Well, I came to makeup and I just looked around that conclusion too. ... I would 1001 W. Washington and started counting the people. venture to say that I am certainly (312) 850 -BONE Twenty-seven people on the the happiest person I know.... shoot. And at the end of the shoot This morning I went for a two- the photograph comes out and I hour hike up in the mountains in look fabulous, and I realized that Santa Barbara and I was beside this is what happens for every myself with joy. ... But I can get other woman that's on the pages happy because I choose to and of these magazines. And all these have always chosen to accept the years I've looked through maga- moment, accept this moment for zines thinking, 'I love that dress. I what it is and be grateful for this wish I had that. Oh, look at her moment. On this hike this morn- complexion, I love that lipstick.' ing this woman was saying to me, Well you know what? You'd look 'How do you stay in the now? good too if you had 27 people There's just so much going on.' I working on you. And so I wanted said, 'Well, you know, why do you to say to people this is what it choose to leave the now to go to took to get this photograph.... wherever, to worry about the past So how is the average woman or to fixate on the future, whatev- ions a magazine er. I feel that when I was a thumbing through not to feel bad about herself reporter for WIZ -TV in Nashville I because she doesn't know they've was already a happy person. And got two fans, four lights, two my goal, just like Sidney Poitier makeup guys, all there to create said, is, 'How do I do the best job could be today?' And that has been my 1 this illusion that you too like this. So I understand that's philosophy since I was in the the reason why you have a gener- third grade: How do I turn in the ation of young kids (on anti- best book report today? And the depressant drugs]. I'm for recon- way I can turn in the best book necting and finding out what is report is choosing a book that I the truth and real in your family really like because that's going to wir f1 J r Or the in your life, [but] you can't do that continued on page S30 NAB Dis*iguisd zgratu f rfcl unj Service Award. Op tI From ycur friends at WISC-TV3, carrying The Oprah. Winfrey Show since 1987. 1 MADISON I WISC TVA 404 Barry Strongin Director of Photography TANGERAY VIbEO PRODUCT] S

hup://shoots.com/c/2/Barry_Stron In.html 1 10 good reasons to have faith in the future

COVER MODEL. MODEL CITIZEN.

By examining our shared humanity, Oprah Winfrey has changed how we think about magazines, and each other. We are proud to call her a member of Hearst's family, as the Founder and Editorial Director of O, The Oprah Magazine. We congratulate her on her 20th anniversary in Chicago, and on receiving the NAB's 2004 Distinguished Service Award.

Hearst Magazines. We read America: .ie se aq nnou 3NIZdJ`dW Hd2id0 3H1

ti

S30 SPECIAL REPORT MONDAY, APRIL 19, 2004 Televisionweeh Oprah Winfrey every other person. And so I'm my foundation is going to be my RECORD Tribute more interested in taking the Iegach and Maya Angelou said, ,.,,.r,,,....ti_. I L . 410 -AI

THE OPRAH MAGAZINE

how to be a: 0',

10 good reasons to have faith in the future

111

COVER MODEL. MODEL CITIZEN.

By examining our shared humanity, Oprah Winfrey has changed how we think about magazines, and each other. We are proud to call her a member of Hearst's family, as the Founder and Editorial Director of O, The Oprah Magazine. We congratulate her on her 20th anniversary in Chicago, and on receiving the NAB's 2004 Distinguished Service Award.

Hearst Magazines. ; We read America: SPECIAL REPORT MONDAY, APRIL 19,2004 TelevisionWeek Winfrey Oprab every other person. And so I'm my foundation is going to be my Tribute more interested in taking the legacy, and Maya Angelou said, RECORD answers that I know now to be 'The foundation will be a part of continued from page S28 Bernie Mac true: You are responsible for your your legacy. But your legacy is make it easier to read. The first time I was on Oprah's own life, nothing's gonna change every woman who's ever watched show our meeting was polite and unless you choose for it to the show who had been battered TVWeek: How do you choose general. The second time on her - change, you have the power to and decided, "I'm not gonna let the books for the book club? Do show, we began to connect and change. It all comes through your that happen to me again." Your you read them yourselffirst? evolve a mutual friendship chock own decision. Nothing happens legacy is the woman who is 100 Ms. Winfrey: Yeah, I always full of respect. Third time, we got unless you decide. You want to pounds overweight but saw you read them. down with the get -down. Our lose weight? it's a decision. You lose weight or saw you say some- friendship was full-fledged. Me want to get out of a bad marriage? thing about health or heard TVWeek: Do you take sugges- and Oprah ... Oprah and me. We go It's just a decision away. You want somebody else say something tions from other people? waaaaay back! your children to grow up and be and decided, "I'm gonna take Ms. Winfrey: I'm always tak- Seriously, though, I've come to more connected and not watch- care of myself and create better ing suggestions from other peo- admire her accomplishments, her worldwide care and sponsor- ing television every minute and health for myself." Your legacy is ple. For the first three years it ship of people's welfare. In embracing a nation with sheer, vulner- not responsive? That's a decision the father who saw the daughter realized was only all the books that I had able emotion, she seems to express no fear of sharing her pain to that you have to make and be who was abused and the already read and liked and then save a soul. This fearless heart she has gives many courage to willing to follow through on it. So abuse that he had caused had after a while it got harder and take a look at their own lives. The message tells someone they too because I am at a different place caused someone else to feel that harder and then I'd start taking can get back up. That's the bravest thing any human being can do in my own life, and the show has way, and he went back and he suggestions from other people. for another. Go 'head, girl-you've got a tribute worth people been over the years a reflection of made an apology. So your legacy But even if I take a suggestion I writing about. Love you to the highest power. where I was in my life and where I will come in ways that people have to then read it and really was headed ... the show is just a have been affected but you will like it myself enough to recom- own big sisters club where myself through a very spiritual period, reflection of where I am. never even know' Which is true. I mend it to other people. and the producers would go into and this past season has been a lit- thought, OK, then, I just will have the projects. Didn't tell anybody tle more fun at times and the rat- TVWeek: And you're being hon- a big legacy. I'll have a founda- TVWeek: One of the wonderful about it, it wasn't publicized, but I ings have responded very nicely. ored. Will you share with me why tion, and then I'll have a legacy of things about your book chub is it's would take young girls out of the I'm just wondering is the mission you've chosen to accept the NAB a whole bunch of other people. almost a form of public educa- projects and try to work with to transform liars? Is it to make honor and what it means to you? tion. It encourages people to read. them on a weekly basis. We'd take people better? Is it to be socially Ms. Winfrey: I get the oppor- TVWeek: There's been some How did your own education them to the library and we'd take active? Or is it just to have fun? tunity to get a lot of awards, and talk that in 2006 you might walk inspire you, and do you think them skiing and we'd take them Ms. Winfrey: The mission has sometimes that's a good thing away from the show. Would you your education is important? on trips and we'd have pajama evolved as I have evolved. I start- and sometimes not. Sometimes share with me any current think- Ms. Winfrey: I think education parties and whatever. And it was ed out as a girl trying to keep a job I'm like, 'Why do you want to ing on that direction? is everything. Education is free- always so taxing for all of us to on TV. So in the early years I did give me this award?' i do feel Ms. Winfrey: We are now dom, and education is the differ- have to go back into the projects what i thought would work well that what the 'Oprah' show has scheduled to go to 2008. And I ence between a life that is lived to take the girls back and they had on TV that would also allow me to been able to exemplify and actu- haven't thought a day beyond and a life that is just existing. to go back to their environment. maintain my own integrity. I was- ally give to its audience for the that, because I look at it as elec- You could never really change n't willing to lose myself or what I past 18 years is remarkable. It's tion terms. I've been elected for TVWeek: And is education anybody as long as they are in a believed in the name of televi- worthy of attention. It's worthy four more years and so it's like something that happens only in fixed environment that doesn't sion, but I certainly was interest- of a broadcasting diploma. high school. Let's on any given college? speak to the change. We'd be ed in doing a good job for the sta- There have been times when day try to keep your finger on the Ms. Winfrey: No, I'm con- telling them, 'It's very important tions and doing good television. they've asked me before that I've pulse of happening, what's cur- stantly being educated. I try to be to read and here are the books That is still my ultimate mis- thought, 'I don't know if we're rent, what's not overdone, what's in a constant state of taking in all you read,' and then you go home sion: to do good television. there yet. I could do more.' I been said but not said so many experiences for what they have to and someone says, 'What the hell Because I am in the business of received the Bob Hope Humani- times that people are sick of hear- teach me. That is my No. 1 ques- are you doing with those books?' television and it's a business. I tarian Award [from the Academy ing it. How do you keep yourself tion for all of my life experiences, After a couple of years I gave respect that it's a business. For of Television Arts & Sciences] vibrant and vital at the same a especially those that are chal- up on that. i even tried taking me, it is my life's work and my and I knew that I was on my way time? That's a constant. That's lenges. The moment a difficult people out of the projects. I had mission. So I have the extraordi- to doing some pretty profound thing about this business, espe- situation comes to me I say, a program once where I was nary blessing of having the walk things in Africa. So I accepted cially this daily strip business. 'What is it here to teach me?' going to physically move people that is the most natural for me. It's You're only as good as the last Because if you can get the lesson from the projects and give them as natural as standing up in front show. You can have a marvelous first you don't have to be bogged new housing and try to support of a TV [audience] and being able day and then there's tomorrow. down in the minutiae of 'Why is them. That didn't work. Because to connect on a personal level, this happening to me?' See, I you are who you are wherever and I really do feel a personal Gayle King TVWeek: Well, I have to dis- know nothing is happening to you move them. And people say connection to the people who I'm divorced, and Oprah agree with you on that one. when you're going to buy them a come to my show every day. They says she feels like she was Whether you do one great show new house, they all cry and say: say to me, 'Gee, you look just like divorced. I've been to five or not, I think the legacy or body I therapists and nobody's been of work that you've created is a "Education is 'Oh, my God, I can't believe this you do on TV.' And go, 'Y'all look is happening.' But you bring just like you do at home.' It is a better than Oprah in terms very important one. the difference your same self to that situation. blessing to be able to have both. of marriage/life counseling. Ms. Winfrey: I would agree between a life I taught at the Kellogg School I'll call her and say, "So with you on that. This is the TVWeek: i have a quote here. of Business [at Northwestern and so is going through such thing: I remember when Geraldo that is lived and You said, 'The universe is always University] as an adjunct profes- and such. What should she first came on the scene; I remem- a life that is just trying to get your attention.' sor there and one of the things do?" She says, "I don't even ber when everyone was talking Could you explain what you that I was teaching the class of know them." And I say, "But about Ricki Lake, is she the new existing. N meant by that? MBAs is that real power comes you're so good." I try not to queen of talk? And every year Oprah Winfrey Ms. Winfrey: I meant that when you can use your person- sound like a Moonie when would happen and every time there is nothing happening out ality to serve your soul. Use your I'm talking about her. But another show would come out punish me or to make me feel of order. I don't believe that there personality to serve what your she has a gift. and we're like, 'We've got to work bad or because life is unfair, is anything that doesn't happen soul came here to do. For me to harder.' The truth of the matter is nothing. Nothing is out of order. I for a reason, and the reason you be able to have a business that's the award because I knew what we maintained our No. 1 status know everything, every experi- see it, experience it, know it, is for built around, really, what my was coming. But just based on all these years with ourselves ence is here to teach me some- the reason. You and I can be in soul came here to do-my soul, I what i had done, I thought 'Well, being our greatest competition. thing about myself. That's why it the same accident and what that think, came here to inspire.... So I don't know. These people don't We raise the bar for ourselves is in your life, because of what accident has to tell you might be I'm in the business of doing good even know what I intend to do.' because we are our own stan- you need to know and what you completely different from what television. Good television that I feel that we are deserving of dards. So for me it's, 'We had a need to learn from it. But in the the accident says to me. And so comes from a really pure place the award.... I agree with whoev- really great show. We had a really broader sense of education, the the universe is always trying to inside myself and because I'm er the committee is, and should great season. How do we top what? What's next?' reason I spend so much of my get your attention before you now, in my own personal life, not we decide not to do the show in that? Now money on educating young black have the major accident. It's searching for answers, because I years to come it will be missed. children-$10 million to Better always whispering to you. think I found a lot of them. Because what it stands for in the TVWeek: You are an excellent Chance, which takes inner-city During the years of'Remem- television arena is really more interview. Is there a question that children out of the ghetto and TVWeek: You mentioned that bering Your Spirit' and 'Change powerful than any of us will ever you would've asked that I failed puts them in private schools-is when you wanted to change the Your Life Television' I was in the know at this particular time.... to ask you? working on building my Ms. Winfrey: No. I thought this because I know that lives will show and change the mission of process of doing that for myself I'm then forever be changed. the show that you did what you and I feel like I found a lot of the foundation and having my foun- was a great interview. You know Early on in my career, when I thought was right. And the mis- answers-the answers I realized dation be a stronger force nation- why? Because it evolved from an first came to Chicago, I had my sion has evolved. You went lie within myself as they do with ally and internationally, because interview into a conversation. S81 END PAGE Oprah Winfrey Tribute 1

41 + s

i

SOUL TO SOUL The writer and poet Maya Angelou appears oll `Oprah" in 199E,around the time of the release of feature film "Down I n the Delta," which Ms. Angelou directed. And that no one is beneath Continue Nor above you To spare no vision Which comes to enlarge Continue your range To remember your own young And increase your spirit A Poem by Maya Angelou years And look with favor upon Continue Dear Oprah, the lost To dare to love deeply On the day of your birth And the least and the lonely And risk everything The Creator filled countless For the good thing storehouses Continue With rich ointments, To put the mantel of your Continue Luscious tapestries, protection To float 2cr Jewels worthy of a queen's dowry Around the bodies of In the sea of infinite substance And antique coins of incredible The young and defenseless Which set aside riches for you value Before you had a name They were set aside for your use Continue And yours alone To take the hand of the despised Continue And diseased and walk proudly And by doing so Without knowing of your wealth In the high street You and your work Armed with faith and hope Some might see you and Will be able to continue You broke through dense walls To let humor lighten the burden Be encouraged to do likewise Eternally Of poverty Of a tender heart Happy Birthday! And loosed the chains of In a society known for cruelty Continue I Love You Girl. ignorance To let the people hear the To plant a kiss of concern To walk a free woman grandeur On the cheek of the sick Dr: Maya Angelou is an educator, Into a world which needed you Of God in the peals of your And the aged and infirm historian, best-selling author, laughter And count that action as actress, playwright, civil rights My wish for you Natural and to be expected activist, producer and director. She Is that you continue Continue wrote this poem in celebration of To let your eloquence Continue Oprah Winfrey's 50th birthday. Dr. Continue Elevate the people to heights To let gratitude be the pillow Angelou is only the second poet in To who be and how you are They had only imagined Upon which you kneel to U.S. history to write and recite orig- To astonish a mean world Say your nightly prayer inal work ata presidential inaugu- With your acts of kindness Continue And let faith be the bridge ration. She has authored 12 best- To remind the people that You build to overcome evil selling books, including "I Know Continue Each is as good as the other And welcome good Why the Caged Bird Sings."

1

_ á Congratulations! You are the best!

We are proud to salute your many contributions to our industry and to be able to donate a portion of the money raised from the congratulatory messages in this special report to your Angel Charity Network.

iáonVVeek-l Media Tele ecarporatlng Electronic

Television's Hometown Newspaper