Vision - January/February 2009 - (Page 14) glasses in their stores around the country and TV Guide included the glasses in one of their issues. The movie did very well for us. What role does Web 2.0 play? I can tell you that it’s playing an increasingly larger role for us. For example, we’ve deployed an open platform architecture for the ABC video player that lets fans and developers create applications and content using our data feeds. This not only taps into the creativity of online users, but it also helps us attract more viewers for our online content. We’re working with social application providers, like Watercooler (who builds the “Addicted to…” applications on Facebook and MySpace for fans of TV shows). This allows the users of Watercooler’s various TV series’ communities to find, engage and communicate with other avid fans of our shows; participate in trivia and quizzes; and create unique communal experiences around our content. We believe fans and communities are built around content, so we’re always looking for new ways to reach them. We’re constantly engaging them on our own sites and on third-party social networking sites. winners) with mobile gaming and a WAP site streaming live content from special backstage cameras. Another example is ABC News’ mobile election coverage. Mobile customers watched live streaming election night coverage hosted by Charles Gibson, Diane Sawyer and George Stephanopoulos. They also could find localized state results and sign up to receive text alerts regarding results through our ABC News WAP site. We also offered mobile users special “Election 101” content which included candidate profiles as well as details on key senate and house races. We’ve also customized the ABC.com experience for iPhone customers. iPhone’s special navigation tools and optimized video capabilities allow viewers to stay caught up on ABC short-form content. consumers. We have to figure out how to make every experience with our content on every device excellent and appropriate to that device. The primary questions for 2009 are how do we continue to best serve our consumers and how can we optimally monetize that relationship? How is the financial climate affecting content companies? At Disney-ABC, we continue to create sought-after, high-quality content that can be leveraged on multiple platforms across our portfolio and by other divisions of The Walt Disney Company. We continually look at how we’re doing business and how we can do it more effectively and efficiently. I think innovation will continue to flourish around our key content, due to the fact that we constantly ask ourselves: Is there a way to do this better? I have an incredible senior management team in place, each of whom redefined their businesses over the last few years. I’m lucky to have that innovative talent addressing the challenges of the current economic landscape. Has Disney-ABC forged any partnerships with CE companies? We have long-standing arrangements with Apple and Microsoft to deliver content through iPods and Xbox. We’re also looking to expand our efforts into the CE space and we are hopeful that there can be exciting developments on that horizon as well. What are your plans at CES? I’m looking forward to talking with technology companies about how we can innovate together. In the past, there was a clear division between content providers and distribution platforms but we’re seeing that gap close and the lines blur, because in order to be relevant to consumers, we have to work together in ways we really haven’t before. “Convergence” has long been a buzz-word in our industry. But these days it’s starting to mean something different—converging the needs of consumers with the needs of distributors. Our experience in the digital space thus far has given Disney-ABC great insight into consumer behavior and expertise in serving them well. We need to share that information with our technology partners on the distribution side to create a winning scenario for everyone involved. Personally I’m really looking forward to that kind of collaboration, because it serves everyone—especially the consumers who drive our success. But let’s be honest…the best part of CES is always walking the floor and getting a glimpse into the future. • www.ce.org Do you license your content? The short answer is yes. At present, we license our content in different ways—to companies that operate within a closed TV environment or hardware ecosystem, for example, such as Apple/iTunes and Microsoft/Xbox. In September we announced an agreement to let Netflix stream episodes of Disney Channel hits like Hannah Montana, Wizards of Waverly Place and The Suite Life on Deck on its website 24-hours after the episodes first air on TV. Can you give a few examples of some of the unique new media experiences specifically designed for mobile media? Do they feature interactive entertainment? Our experience with the Oscars last year is a good example. Our digital team created a very compelling mobile campaign that combined news alerts (providing real-time information on nominees and Disney has taken the lead in making content available digitally to consumers. What new digital distribution platforms and services can we expect in 2009? While we’re open to any and all new opportunities, we’re primarily looking to optimize those platforms that work best for 14 January/February 2009 http://www.ABC.com http://www.ce.org
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