“Dream it, do it.” This is not the resolution of a person, but rather the motto of America’s newest television channel, the Oprah Winfrey Network.

OWN, as Winfrey’s much-touted, long-gestated new TV channel will be known, launches tomorrow.

Anything the self-made billionaire and media phenomenon does is viewed with interest, whether it’s recommending a book or a presidential candidate. But as she herself has said, this venture is easily her riskiest to date.

This is the first time a talkshow host has taken over an entire channel and arguably the first time a channel has been so thoroughly branded by a single personality.

According to Arianna Huffington – who knows more than a little about being the face of a media brand as the editor-in-chief of the Huffington Post – Winfrey’s move reflects the growing trend of media becoming

“very personal and driven by specific voices and points of view. People are more likely to trust a person who speaks directly to them than they are a faceless brand.”

OWN represents an enormous professional gamble for Winfrey as she will move from mass market broadcast television to the niches of cable.

On OWN’s website there is a “channel finder” to help Winfrey’s US fans find their heroine up among the jungle of the triple digit cable channels.

That Winfrey spoke to the press at all is at least as significant as anything she said.

It is a sign of her ambition at best, anxiety at worst, about the network that she – always happier being the interviewer than the interviewee – has submitted herself to doing pre-launch publicity.

As well as several newspaper interviews, she endured being asked on TV by Barbara Walters about the long-running lesbian rumours that have swirled around her for her entire career. Winfrey tearfully denied them.

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