Sweeney urges linear-digital balance

MIPCOM: Outgoing Disney-ABC president Anne Sweeney has backed the viability of linear television whilst emphasising the importance of the media giant using technology to stay relevant.

Discussing ways audience viewing habits have changed during her tenure at the Mouse House, Sweeney told Mipcom delegates the company had always aimed to do deals that allowed its content to be viewed on a variety of screens on demand.

Sweeney said: “We were the first broadcast network to put our shows on Netflix. We were the first to create a Watch app. Not just because we could, but because it gave us a way to be closer to our consumers.”

Sweeney will be succeeded by Ben Sherwood as co-chair of Disney Media Networks and president of Disney-ABC Television Group at the beginning of next year, when she will leave to pursue a career in television direction.

The exec, who has been with Disney since 1996 and is credited by the company with having “led the industry into the digital era,” emphasised that linear TV remains popular, with live events in particular attracting large audiences.

“The key is remaining relevant. The linear channels are still a great business for our company. But what we realise going on is they’re not the only business we should be in with our content,” Sweeney said.

The Watch apps have become a fundamental part of this strategy for Disney and Sweeney told delegates that she had asked for the launch of the apps to be brought forward by a year to make sure the company wasn’t “left behind.”

“We weren’t answering the call of consumers. We weren’t available, we weren’t on their phones. So I asked if we could move the date of the release of the Watch apps,” Sweeney said.

Pointing to the many ways in which people can access Disney’s app, Sweeney added: “Sometimes it isn’t about the size of the screen. Sometimes it’s about the experience.”