Oprah Winfrey still bullish on her cable network

Peter Liguori takes over temporarily after the fledgling cable channel OWN fails to attract viewers.Oprah Winfrey and Discovery Communications Inc.

Oprah Winfrey may want to consider giving away a few more free cars to help her struggling cable network.

Talk show diva and cultural kingmaker Oprah Winfrey expands her media empire Saturday with the high-stakes launch of her OWN cable network.While Winfrey's comfy couches have launched scores of careers -- from Dr. Phil to the inventors of her 'favorite things' -- it's unclear if her magic touch can carry an entire network."Oprah has a very powerful brand name, but it's really difficult to get people to change their viewing habits and find a new channel," said Derek Baine, an analyst for industry consultant SNL Kagan.

Talk show diva and cultural kingmaker Oprah Winfrey expands her media empire Saturday with the high-stakes launch of her OWN cable network.While Winfrey's comfy couches have launched scores of careers -- from Dr. Phil to the inventors of her 'favorite things' -- it's unclear if her magic touch can carry an entire network."Oprah has a very powerful brand name, but it's really difficult to get people to change their viewing habits and find a new channel," said Derek Baine, an analyst for industry consultant SNL Kagan.

Oprah Winfrey becomes the fourth chief executive of the OWN cable network, a partnership with Discovery Communications, since its formation was announced in 2008.Oprah Winfrey has decided that if you want to get the job done, you'd better do it yourself.