Myles MacBean, head of online and iTV for World Disney Internet Group EMEA and Latin America, said: “Banners and skyscrapers will play a part in the site, but this format lets us implement pre-roll, widget advertising and sponsorship deals.”
Disney.co.uk goes live this week with 400 videos and games – two features Disney sees as central to its revamped offering. Disney has opted not to put its vast array of feature films and TV shows on the site, although executives insist they will be coming “some day”.
MacBean added: “This launch is not intended to be about [full-length TV shows and feature films].”
Instead, Disney has created what MacBean calls a “snacking environment for kids”, formed of video trailers and exclusive video clips. Disney has targeted 25% traffic growth on the site in 2008 to match the growth of the US version of the site.
While other media firms are spreading their content to social networks, Disney is keeping a tight rein on its content property by using its own distribution platforms.
Cindy Rose, senior vice-president and managing director of Walt Disney Internet Group for EMEA, said: “With a lot of clutter in the marketplace we decided to make content available under our umbrella.”
Disney has also committed to creating a range of virtual worlds specific to its individual programmes and films. These will add to existing Disney virtual worlds that include Toon Town and Club Penguin.
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