Guy Adams the Los Angeles correspondent for the Independent reckons Oprah is taking a gamble in her exchange of the successful chat show for an entire TV cable channel. Winfrey launched at a cost of $400m a dedicated network to her OWN brand, the Oprah Winfrey Network. The TV station went to air with a grand opening from Oprah in what Adams describes as the most important channel launch for a generation, highlighting that never before has a single celebrity in her own image attempted to brand an entire network. It self a tribute to the astonishing success that a TV host has been able to fund the start up costs necessary. Adams defines Oprah’s brands as a mixture of consumerism, with advice on self help and how to “live your best life”.