LOS ANGELES, CA (Catholic Online) - The deal is unprecedented, as Winfrey's network does not air until January of 2011, has no programming lineup or audience. The deal does not take into account Winfrey's reach, ratings or demographics. It's being seen by ABC columnist Larry Woodard as an enormous investment by Procter & Gamble in Winfrey's importance in the modern American "mediascape." 

"Oprah Winfrey is arguably the most powerful woman on the planet and a manufacturer's dream spokesperson," Woodward writes. "It has been well documented that from automobiles to books on Zen, Oprah is the consummate salesperson to her daily audience of more than eight million viewers, predominantly women between the ages of 18 and 54.

"Procter & Gamble, for its part, markets many of the world's largest and most successful consumer household products. That said, two powerful brands coming together is generally a safe bet," Woodward says.

Woodard also says that the heavy investment will come with some unspoken strings attached. "If the show does not perform, advertisers generally get some type of 'make good,' generally the right to run additional commercials. Although we have to assume the deal between OWN and P&G has laid out parameters based on some kind of performance measures, the truth might be more juicy," Woodard writes.

He also points out that Winfrey, while a media powerhouse in her own right, is still a relatively small fish when compared with Procter & Gamble's financial ocean. "The Winfrey deal is a mere morsel from their $2.71 billion dollar ad budget grand buffet. The onus is on OWN to make this work as advertisers have often followed P&G's lead. And if P&G is happy, other big advertisers are sure to follow."

Woodard also stresses that there are already networks geared towards females, and that OWN will have to navigate in heavily populated waters. "Leaders include the Oxygen Network and Lifetime (a joint venture that includes Disney, the parent company of ABC News).

"These networks have a head start and are well-heeled. But even with the generous lead Winfrey has allowed them, she is a brand like no other and will, by all accounts, be very visible on the new network."