Ed
03-06-2008, 07:19 AM
With TV schedule rockin', Disney dives into digital
Hal Boedeker
Sentinel Staff Writer
March 6, 2008
What can the Walt Disney Co. do for an encore to the High School Musical franchise? Remember this title: Camp Rock, coming this summer on Disney Channel.
"I've seen an early version, and it's very good," said Anne Sweeney, president of the Disney-ABC Television Group. This morning, she will give the keynote address to the American Association of Advertising Agencies meeting in Orlando.
Camp Rock reflects Sweeney's view that content drives everything in the digital age. "It's still true that the size and type of the screen will never be as important as what's on it," she said.
Of Camp Rock, Sweeney said: "Whether it's the next High School Musical is up to kids and their parents. There's a lot of excitement internally about it."
Disney is banking on Jonas Brothers, the film's trio of stars. "I've watched my daughter respond to them," Sweeney said. (Her daughter is 17.) "They're teen magnets. I have watched them attract across teen and tween bases."
Sweeney, who is also co-chair of the Disney Media Networks, touches a lot of bases. She oversees Disney's entertainment and news properties around the world.
ABC Family, which Disney purchased in 2001, recorded its most-watched year in 2007. Disney Channel rode the momentum of High School Musical 2 and Hannah Montana to its most successful year, delivering the biggest cable audience in prime time. ABC won the November ratings period in the 18-to-49 age group before the writers strike disrupted the season.
"American Idol aside, ABC has the shows everybody talks about through most of the year," said Ed Martin, editor of the television industry Web site JackMyers.com.
He said Sweeney makes a difference. "She has a diplomatic and approachable management style," he said. "These are not traits one usually associates with executives who achieve her level of success."
She can point to success on the bottom line. Revenues for the Disney Media Networks increased 10 percent in the quarter that ended in December from the same period the previous year.
The current quarter, when reruns have filled ABC's prime time schedule because of the writers strike, could be less rosy. Season to date, ABC is down 14 percent in the crucial 18-to-49 age group from a year ago.
Sweeney accentuated the positives during the strike. "We didn't go off the air. We had some strong performers," she said, citing Oprah's Big Give.
Scripted series are back in production, and Desperate Housewives and Grey's Anatomy return next month with new episodes.
On the reality side, Dancing With the Stars starts a new season March 17. ABC also will do a reality contest with a tie-in to the feature film High School Musical 3.
Sweeney credited Steve McPherson, president of ABC Entertainment, with drawing up a strong schedule that positions the network for next season. Despite an uncertain economy, she said ABC is seeing no market slowdown in advertising sales for next season.
"We're having early conversations with marketers about doing early deals," Sweeney said. "We have the most upscale network. It's a highly desirable schedule."
ABC and its affiliates will establish a free video-on-demand service that disables the fast-forward option, thereby protecting commercials. A test in Orange County, Calif., revealed that 93 percent of users accepted the commercials in exchange for free access to popular programs.
Shawn Bartelt, general manager of ABC affiliate WFTV-Channel 9, praised Sweeney for reaching out to affiliates.
"In a time when everybody has to have a plan to deal with the Internet and making content available online, she's worked to try to create as good a partnership as she can," she said.
The Disney-ABC Television Group last week started Stage 9 Digital Media, which offers short-form content at ABC.com and YouTube.com. Sweeney will discuss Stage 9 at today's conference, which has the theme "Digital Changes Everything."
She is committed to digital, saying, "This is where it is. This is where it's going to continue to grow."
Hal Boedeker can be reached at [email protected] or 407-420-5756. Read Hal's TV Guy blog at OrlandoSentinel.com/tvguy.
Copyright © 2008, Orlando Sentinel
:mickey:
Hal Boedeker
Sentinel Staff Writer
March 6, 2008
What can the Walt Disney Co. do for an encore to the High School Musical franchise? Remember this title: Camp Rock, coming this summer on Disney Channel.
"I've seen an early version, and it's very good," said Anne Sweeney, president of the Disney-ABC Television Group. This morning, she will give the keynote address to the American Association of Advertising Agencies meeting in Orlando.
Camp Rock reflects Sweeney's view that content drives everything in the digital age. "It's still true that the size and type of the screen will never be as important as what's on it," she said.
Of Camp Rock, Sweeney said: "Whether it's the next High School Musical is up to kids and their parents. There's a lot of excitement internally about it."
Disney is banking on Jonas Brothers, the film's trio of stars. "I've watched my daughter respond to them," Sweeney said. (Her daughter is 17.) "They're teen magnets. I have watched them attract across teen and tween bases."
Sweeney, who is also co-chair of the Disney Media Networks, touches a lot of bases. She oversees Disney's entertainment and news properties around the world.
ABC Family, which Disney purchased in 2001, recorded its most-watched year in 2007. Disney Channel rode the momentum of High School Musical 2 and Hannah Montana to its most successful year, delivering the biggest cable audience in prime time. ABC won the November ratings period in the 18-to-49 age group before the writers strike disrupted the season.
"American Idol aside, ABC has the shows everybody talks about through most of the year," said Ed Martin, editor of the television industry Web site JackMyers.com.
He said Sweeney makes a difference. "She has a diplomatic and approachable management style," he said. "These are not traits one usually associates with executives who achieve her level of success."
She can point to success on the bottom line. Revenues for the Disney Media Networks increased 10 percent in the quarter that ended in December from the same period the previous year.
The current quarter, when reruns have filled ABC's prime time schedule because of the writers strike, could be less rosy. Season to date, ABC is down 14 percent in the crucial 18-to-49 age group from a year ago.
Sweeney accentuated the positives during the strike. "We didn't go off the air. We had some strong performers," she said, citing Oprah's Big Give.
Scripted series are back in production, and Desperate Housewives and Grey's Anatomy return next month with new episodes.
On the reality side, Dancing With the Stars starts a new season March 17. ABC also will do a reality contest with a tie-in to the feature film High School Musical 3.
Sweeney credited Steve McPherson, president of ABC Entertainment, with drawing up a strong schedule that positions the network for next season. Despite an uncertain economy, she said ABC is seeing no market slowdown in advertising sales for next season.
"We're having early conversations with marketers about doing early deals," Sweeney said. "We have the most upscale network. It's a highly desirable schedule."
ABC and its affiliates will establish a free video-on-demand service that disables the fast-forward option, thereby protecting commercials. A test in Orange County, Calif., revealed that 93 percent of users accepted the commercials in exchange for free access to popular programs.
Shawn Bartelt, general manager of ABC affiliate WFTV-Channel 9, praised Sweeney for reaching out to affiliates.
"In a time when everybody has to have a plan to deal with the Internet and making content available online, she's worked to try to create as good a partnership as she can," she said.
The Disney-ABC Television Group last week started Stage 9 Digital Media, which offers short-form content at ABC.com and YouTube.com. Sweeney will discuss Stage 9 at today's conference, which has the theme "Digital Changes Everything."
She is committed to digital, saying, "This is where it is. This is where it's going to continue to grow."
Hal Boedeker can be reached at [email protected] or 407-420-5756. Read Hal's TV Guy blog at OrlandoSentinel.com/tvguy.
Copyright © 2008, Orlando Sentinel
:mickey: