Disney president of advertising sales and partnerships Rita Ferro spoke at Adweek's virtual event Tuesday.Rita Ferro, president of advertising sales and partnerships at The Walt Disney Company, revealed the media giant is getting ready to start preproduction across all of its properties, which include ABC, ESPN, National Geographic, Freeform and Hulu, to ensure a new slate of programs is ready by fall.
sales& partnerships 이런부서 이름을 양키들은 좋아하네, ABC, ESPN, 내셔널지~, 훌루 MEDIA GIANT를 가을까지 준비하려고 하는 구먼!
The Disney brands are also getting ready for production on live sports following delays and cancellations brought on by the Covid-19 pandemic. Major League Soccer and the NBA are negotiating to continue their seasons in one central location: Disney’s Wide World of Sports complex at Orlando’s Walt Disney World.
“I think there’s a lot of work that has been happening over the last 12 weeks, in terms of just getting the content and the programming ready to go for this moment,” Ferro said.
Though April was a hard month for Disney’s ad sales, the company has seen robust overall business demand this month. Ferro predicted that the scatter market would remain busy throughout the rest of the summer. “I’m sure that’s true across the marketplace that across most of the major media companies in July, August, September, as we prepare for rolling into the fall, and the upfront conversations that have already started as well with some partners,” she said.
업프론트라는 단어에 대해 유달리 집착하고 미디어 비즈니스에서는 가장 중요한 이벤트라 생각한다. 3분기에 대한 준비를 하는 것 같다.
These conversations may be going well because of how the company reached out to its partners during the Covid-imposed shutdown of the U.S. economy. Instead of hosting a single livestreamed upfront presentation, Disney put on an upfront roadshow featuring seven tailored agency presentations between May 25 and June 1.
코비드로 인해 애네들도 업프론트 설명회대신 로드쇼로 대치하는데 5월15~7월1일 이전에 미리 준비를 했던 것 같다.
“This was really magical in a different way,” Ferro said. “It had a very intimate feel.”