Disney’s Dana Walden Talks Juggling Linear and Streaming Assets Amid Shifting Sands in Pay TV
```html Disney's Dana Walden Navigates Linear and Streaming Assets in Evolving TV Landscape Disney Entertainment co-chair Dana Walden addressed the delicate balance between linear and streaming TV assets, emphasizing the company's commitment to both, during a Q&A session at the UCLA Entertainment Symposium. Walden outlined Disney's content and distribution strategy, highlighting how the company leverages its established linear channels to fuel its streaming platforms, Disney+ and Hulu.
No Immediate Plans to Divest Linear Channels In contrast to the strategies of NBCUniversal and Warner Bros. Discovery, Walden stated that Disney currently has no plans to divest its linear cable channels. She emphasized the continued profitability and cash flow generated by these channels, making them a valuable asset for the company. The discussion with Ken Ziffren, co-founder and partner of Ziffren Brittenham, explored Disney's long-term vision for managing the linear sector while simultaneously investing in streaming growth.
Linear Channels as Programming Engines for Streaming Walden identified Disney's "Big 5" legacy linear channels – Nat Geo, FX, Freeform, ABC, and Disney Channel – as crucial programming engines for Disney+ and Hulu. Shows that resonate with both the older audiences of live linear platforms and the on-demand viewers of streaming services are considered a "home run" for Disney. This dual appeal allows Disney to maximize its content investment and reach a broader audience.
Expert Perspective: The Enduring Value of Linear “While the media narrative often focuses on the decline of linear TV, Disney’s approach highlights its continued importance, particularly for reaching specific demographics and generating revenue,” says Dr. Amanda Lotz, Professor of Media Studies at the University of Michigan, specializing in the economics of television. “Disney’s strategy of using linear channels to drive streaming subscriptions is a smart way to leverage existing assets in a rapidly changing landscape.”
Minimizing Audience Duplication Between Platforms Walden stressed that Disney has observed minimal audience overlap between its linear and streaming platforms. This allows the company to effectively target different viewer segments with the same content, maximizing the return on its production and marketing investments. "We are distributing to fresh eyes with each one," she noted, emphasizing the efficiency of this multi-platform strategy.
The Significance of Local ABC Affiliates Disney's eight owned-and-operated ABC affiliates in major markets like New York, Los Angeles, and Chicago play a vital role in the company's overall strategy. These stations provide local news and content, serving as a daily touchpoint for many viewers and promoting Disney's various offerings, including parks, cruise ships, and film and television releases.
Expert Perspective: Local Broadcasting's Enduring Relevance “Local broadcast stations still hold significant value in their communities,” notes Mark Aitken, Senior Vice President of Advanced Technology at Sinclair Broadcast Group. “While national networks provide a broad programming slate, local affiliates offer critical news, weather, and community-focused content that resonates deeply with viewers. Disney's recognition of this value is a testament to the enduring power of local broadcasting.”
Formative Experience at 20th Century Fox Television Walden also shared a formative experience from her time running 20th Century Fox Television. After the studio achieved a record number of series orders from broadcast networks, Walden was challenged by then-News Corp. president Peter Chernin to focus on creating high-quality, enduring content rather than simply fulfilling network orders. This experience instilled in her the importance of developing content with a "long tail" that generates long-term value for the company.
Disney's Carriage Agreement with Charter Communications Walden provided insights into Disney's recent carriage agreement with Charter Communications. The deal, which made Hulu content available to Charter subscribers, benefited Disney by restoring linear distribution for several smaller channels, such as Disney Junior, that had previously been dropped from Charter's lineup. This agreement demonstrates how Disney can leverage its diverse assets across linear and streaming to create mutually beneficial partnerships.
Rival Companies and Admired Shows When asked about rival companies and shows she admires, Walden cited Netflix's "Adolescence" and HBO's "The White Lotus," showcasing her appreciation for high-quality storytelling regardless of platform. ```
Originally sourced from: Variety