Corus Entertainment announced today that it will rebrand the VIVA digital specialty television station to The Oprah Winfrey Network (OWN) beginning next March.

The switchover will occur two months after the January 1, 2011 premiere of OWN in the United States.

The programming centerpiece of OWN, whose primary audience is women 25 - 54, will be Winfrey's talk show and a new prime-time show called Oprah's Next Chapter which will air two or three times a week.

Other programming will include Rosie O'Donnell's return to daytime television with The Rosie O'Donnell Show, Behind the Scenes: The Oprah Show Final Season, Oprah Presents: Master Class, In the Bedroom with Dr. Laura Berman, and The Miracle Detective.

The rebrand of VIVA TV to OWN comes just two years after Corus rebranded the analog specialty channel CLT (Canadian Learning Television) to VIVA TV.

OWN is expected to be available in approximately six million households.

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