Sara Passarella, General Manager Disney Interactive Media Group at The Walt Disney Company
Posted by Manuela Barreto @ April 14th, 2009 in People We Know
“Kids, Families, Values…Magic and Entertainment. This is all about Disney and you cannot miss it even on the Web. Online gaming, personalization, video experience: kids, tweens, teens and their parents want this and more.
At Disney we couldn’t avoid considering these as needed elements to enjoy a true magic online experience and so the new Disney.it site was born on December 10th aimed at satisfying these needs with more than 200 games and 250 videos which are renewed each week.
At the same time we cannot avoid the power of YouTube with whom our parent company signed an agreement a few days ago where the need for user-content ties in with new business models by which ad sales is in the hands of the content provider that better than anyone else knows how to deal with advertisers close to its target. And this is something 77Agency has always been challenging all its partners with-social networking- the value of “free web” and its unique but demanding audience.
Companies cannot face the true web reality without it, they need to invent creative business models which give value to the content through channels where content has always been free.
This is not easy as CP have been always used to protect their contents as well as trademarks. Without this protection there is no value even to the most beautiful production, video or movie. Companies such as Disney on one side and agencies such as 77Agency on the other, should be creative in order to make valuable content available throughout the net with clear recognitions for this ‘value’ “.
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