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Walt Disney Will Push for Prices in Kids’ Ad-Sales Market

20 February 2015 11:32 AM, PST | Variety - TV News | See recent Variety - TV News news »

Walt Disney will in coming months deliver a spinoff of “The Lion King” aimed at preschoolers; an animated series about a boy and his worm; and a live-action movie featuring the kids of some of the company’s most famous animated villains. What it probably won’t be giving, however, are pricing concessions to advertisers who want to sponsor such programs.

With viewership for kids’ programming splintering thanks to streaming video and mobile devices and more demand for such fare from nontraditional advertisers,  kids’ networks find themselves in an interesting position, said Rita Ferro, exec VP, Disney Media Sales and Marketing, Disney Channels Worldwide. “I think we are going to have a tremendous amount of demand that has been created in kids’ advertising,” she said in an interview at the company’s New York offices, which are decorated with toys and gadgets. “There is absolutely going to be a look »

- Brian Steinberg

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