Between the pandemic years and the writers’ strike, the tv business has not seen a regular week of upfronts in almost 5 years—a lifetime in the past within the quickly altering TV ecosystem. Nevertheless, at upfront shows throughout New York this week, advert business executives felt reduction on the return to normalcy—or one thing prefer it—for the annual advertising and marketing extravaganza.
At Disney’s Tuesday presentation from the North Javits Middle, celeb expertise as soon as once more graced the stage, the manufacturing pipeline has been reenergized and no one sat out sick. For the primary time in years, the main focus was solely on the substance, which Disney’s occasion had in spades.
Moreover, the corporate’s forthcoming bundle with Max—to not be confused with its forthcoming MVPD with WBD and Fox—has spurred intrigue throughout the business. Together with new tie-ups from different streamers, the collaboration between former rivals has altered the tv panorama and forged conversations round scale in a brand new mild.
For ADWEEK’s annual post-upfront interviews, we’ve already chatted with NBCU’s Mark Marshall, Fox’s Jeff Collins and TelevisaUnivision’s Donna Speciale. Now our conversations proceed with Disney’s international adverts president, Rita Ferro.
Ferro spoke with ADWEEK in regards to the backstory behind the 2024 upfront occasion, together with why Bob Iger graced the stage and what compelled her to seem as a Household Man character. Disney additionally completely confirmed to ADWEEK that the corporate is again in upfront week subsequent 12 months on Tuesday, Might 13, 2025.
This interview has been edited for size and readability.
ADWEEK: What had been your foremost priorities this 12 months by way of what you needed to speak to media consumers on the Disney upfront?
Rita Ferro: The No. 1 factor we needed to speak was the dimensions, depth and breadth of our content material and storytelling. We’ve got scale in streaming and sports activities, that are the primary marketplaces which might be transferring on this upfront. Additionally, we needed to emphasise the truth that the connection that Disney has with its followers and its visitors is in contrast to some other you’ll see this week. Our franchises, like Star Wars, Disney, Marvel and Nationwide Geographic, are simply so completely different and ingrained within the lives of our followers.
