Oprah Takes to the Airwaves

You've watched the TV show, you've bought the books, read her magazine and donated to her charitable arm. For crying out loud, you've even got the teddy bear, but that's not the end of it. As of today, there is a whole lot more Oprah Winfrey about, and via an entirely new medium: Oprah radio.

Channel 156 of XM satellite radio will serve paying subscribers an around-the-clock diet of the broadcaster and her entourage called Oprah & Friends. It will feature Oprah's psychologist - "how to get rid of the grasshopper mentality and be a giant in your life", Oprah's exercise physiologist - "successfully change your behaviour and live a healthier lifestyle" and Oprah's financial adviser - "what does it really take to turn your passion into a pot of gold?".

Above all, there will be Oprah herself, chatting about life, love and the pursuit of happiness as though she were sitting in your front room. Today's launch had her in dialogue with her best friend of 30 years' standing, Gayle King.

In true Oprah fashion, their discussion ranged seamlessly from the substantial to the trivial and back again. They discussed growing up in the American south, puppy poop, the failure of the elder generation of black Americans to teach their children about the civil rights movement and how to cook the perfect steak.

Oprah's boyfriend, Steadman Graham, came on air to reveal how she makes her sandwiches. She takes turkey, cheese, sautéed onions and then she adds the killer ingredient: "She puts in a lot of love."

Up front it may all be about friendship and wellbeing, but behind the scenes the new radio channel is driven by a brutal struggle between two great networks: XM and Sirius. With both making heavy losses, they are attempting to drive their subscriptions with big-name signings.

And they don't come cheap. Oprah Winfrey is reported to be costing XM $55m over three years.