In her continuing search for ratings for her OWN cable channel, Oprah Winfrey has confirmed, (via her Twitter account) that she will be interviewing Rihanna in August for an upcoming episode of her show Oprah's Next Chapter.

However, considering her recent two-part interview with the Kardashsians wasn't the big audience grabber that it was hoped to be, there's no reason to really believe that her Rihanna interview will do any better.

Which brings up the question: why can't OWN get any traction with viewers? Possibly because the network has no personality. Just calling it the Oprah Winfrey Network and expecting people to show up simply because of that isn't enough. 

Besides, the other big problem it's got is that it's rather late in the game. If the goal of OWN is to attract mainly women viewers, then there are penty of cable networks that already do that, like Lifetime, Oxygen and even VH-1 to a certain extent.

Compared to those networks, OWN is a distant also-ran. It has to be unique, to find that special niche that isn't being served, giving them something that they can't get anyhwere else.

What that is, they will have to figure out on their own and quickly too.