Oprah Winfrey got $420 million from Libery Media to take over the Discovery Health Channel.
The cable channel will now be OWN: Oprah Winfrey Network. Oprah adds her website which is nice because OWN.com is an adult movie website. Now Oprah directly challenges the Oxygen network, We, Lifetime and other networks targeting women.
Oprah's doing a fantastic job building her brand:
Implications - Because celebrities are so prominent in the media, members of the public subconsciously develop a parasocial relationship with them. Therefore, when these celebrities endorse brands or products, consumers trust them and are willing to embrace the product. Companies can associate their product with specific ideals and reach particular niche markets by using celebrity endorsements.