Will.i.am is singing out in movie theaters for Oprah Winfrey's new cable venture.
Starting Friday, a song written by the Black Eyed Peas member will be heard as part of nationwide theater advertising for the OWN channel.
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The song, titled "Own It," is part of the new channel's marketing campaign and will be the theme song for a talent show on OWN. The song "Own It" also is a bonus track on the newly released Black Eyed Peas album, "The Beginning."
Winfrey's cable network will launch on Jan. 1. Its full name is OWN: Oprah Winfrey Network. A joint venture of Winfrey's Harpo Inc. and Discovery Communications Inc., it will replace the Discovery Health channel.
Will.i.am will be featured on the OWN channel next summer in a series about the creative process.
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