Overall RoadmapOverall Roadmap

A brief overview of WDIGA brief overview of WDIG The Marriage of Web and TV The Marriage of Web and TV ABC OTV Stations - Where we ABC OTV Stations - Where we

are today and how we got thereare today and how we got there How it all gets done - nowHow it all gets done - now Plans for the futurePlans for the future

WDIG'S MISSION IS TO LEAD THE ON-LINE WDIG'S MISSION IS TO LEAD THE ON-LINE ENTERTAINMENT SPACE BY BUILDING POWERFUL ENTERTAINMENT SPACE BY BUILDING POWERFUL INTERACTIVE RELATIONSHIPS WITH CONSUMERSINTERACTIVE RELATIONSHIPS WITH CONSUMERS

Our economic Our economic assetasset

Our vehicleOur vehicle Walt Disney Internet GroupWalt Disney Internet Group is the Internet media is the Internet media

business of the Walt Disney Company creating business of the Walt Disney Company creating

Internet services, brands, and contentInternet services, brands, and content. WDIG will . WDIG will

create economic value through create economic value through deep affinitydeep affinity

relationshipsrelationships around consumer entertainment and around consumer entertainment and

informationinformation needsneeds and rich and rich contextual marketingcontextual marketing

environments for our company and partnersenvironments for our company and partners

Our competitive Our competitive identityidentity

Core revenue Core revenue modelmodel

Our competitive Our competitive boundariesboundaries

ESPNESPN – ESPNESPN

– ESPN StoreESPN Store– Premier on-line destination site for sportsPremier on-line destination site for sports

– Sale of ESPN-branded and selected sports productsSale of ESPN-branded and selected sports products

FamilyFamily – FamilyFamily

– Family Travel Family Travel

– Market leader in information and tools essential to parents Market leader in information and tools essential to parents and caregiversand caregivers

– Focus on family travel properties Focus on family travel properties

GO.comGO.com – GO.comGO.com – A Web guide that provides broad search and directory, A Web guide that provides broad search and directory, but focuses on the best Web navigation for all but focuses on the best Web navigation for all entertainment Internet experiencesentertainment Internet experiences

ABCABC – Comprehensive on-line entertainment experience, Comprehensive on-line entertainment experience, highlighting all of ABC Television Network programminghighlighting all of ABC Television Network programming

– The Internet's technological news leader providing news The Internet's technological news leader providing news experiences that capitalize on the expertise of ABC News experiences that capitalize on the expertise of ABC News correspondentscorrespondents

EntertainmentEntertainment – Mr. ShowBizMr. ShowBiz

– Wall of SoundWall of Sound

– MoviesMovies

– Comprehensive on-line celebrity, music, movies, television Comprehensive on-line celebrity, music, movies, television news, news, and informationand information

DisneyDisney – DisneyDisney

– Disney TravelDisney Travel

– Disney StoreDisney Store

– Disney CatalogDisney Catalog

– Market leader in innovative family-oriented on-line Market leader in innovative family-oriented on-line entertainment and provider of Disney branded entertainment and provider of Disney branded merchandise and services merchandise and services

– Focus on Disney travel propertiesFocus on Disney travel properties

– Sale of Disney branded productsSale of Disney branded products

– Off-line sale of Disney branded productsOff-line sale of Disney branded products

– ABC.comABC.com

– ABCNews.comABCNews.com

… … and of course the ABC Owned Stationsand of course the ABC Owned Stations

WABC New York KTRK Houston

KABC Los Angeles WTVD Durham

WLS Chicago WTVG Toledo

WPVI Philadelphia WJRT Flint

KGO San Francisco KFSN Fresno

The Marriage of Web and TVThe Marriage of Web and TV Key Strategic ConsiderationsKey Strategic Considerations

– Are you supporting an existing business or Are you supporting an existing business or starting a new one?starting a new one?

– Trying to do both will not workTrying to do both will not work

– Huge implications for:Huge implications for:

• SalesSales

• MarketingMarketing

• EditorialEditorial

The Marriage of Web and TVThe Marriage of Web and TV Key Strategic ConsiderationsKey Strategic Considerations

– CostsCosts• Original production is VERY expensiveOriginal production is VERY expensive• Web production not necessarily station’s core Web production not necessarily station’s core

competencecompetence– Technology, you don’t need the latest, but...Technology, you don’t need the latest, but...

• StabilityStability• SecuritySecurity• Ease of useEase of use

The Marriage of Web and TVThe Marriage of Web and TV Leverage Station StrengthsLeverage Station Strengths

– Connection to the communityConnection to the community

– Overall ReachOverall Reach

– Promotional PowerPromotional Power Leverage Web StrengthsLeverage Web Strengths

– InteractivityInteractivity

– Community buildingCommunity building

– User participationUser participation

The Marriage of Web and TVThe Marriage of Web and TV Example - EditorialExample - Editorial

– Online survey (NOT A POLL!)Online survey (NOT A POLL!)

– Question posed at top of newscastQuestion posed at top of newscast

– Viewers/Users vote and comment at station web Viewers/Users vote and comment at station web sitesite

– Results and comments are discussed several times Results and comments are discussed several times during the castduring the cast

– BOTH web traffic and show ratings increased BOTH web traffic and show ratings increased dramaticallydramatically

The Marriage of Web and TVThe Marriage of Web and TV Example - SalesExample - Sales

– ““Promercial” Schedule bought on station for a contestPromercial” Schedule bought on station for a contest

– Contest was an all expense paid trip to an awards show Contest was an all expense paid trip to an awards show carried on ABC TV Networkcarried on ABC TV Network

– Viewers/Users entered the contest from station web siteViewers/Users entered the contest from station web site

– Entry page on web site, and spots on-air highlighted local Entry page on web site, and spots on-air highlighted local sponsor (automotive)sponsor (automotive)

– Entry page for contest also was gateway to online tour of Entry page for contest also was gateway to online tour of featured vehicle, and dealer infofeatured vehicle, and dealer info

– High dealer traffic reported, promotion extendedHigh dealer traffic reported, promotion extended

The ABC OTV StationsThe ABC OTV Stations

Will all launch with new sites in the next Will all launch with new sites in the next monthmonth

Centralized development effort lead by Centralized development effort lead by WDIGWDIG

Editorial control completely in the hands Editorial control completely in the hands of each local stationof each local station

Leverage the content and technology of Leverage the content and technology of WDIGWDIG

Goals:Goals: To take the technical layer out of the way of To take the technical layer out of the way of

the television stationsthe television stations To create the best possible process behind To create the best possible process behind

getting television station content onto the sitesgetting television station content onto the sites To build and support the best TV station sites To build and support the best TV station sites

available on the Webavailable on the Web To leverage content and infrastructure To leverage content and infrastructure

throughout WDIGthroughout WDIG

Decision drivers:Decision drivers: Be secure so that no outsiders can threaten our brands Be secure so that no outsiders can threaten our brands

with inappropriate materialwith inappropriate material Be correct, with pages that load without errors, dead Be correct, with pages that load without errors, dead

links, broken features, etc. and have consistent design links, broken features, etc. and have consistent design and navigation throughout the siteand navigation throughout the site

Be scalable, so that a sudden surge in traffic caused by Be scalable, so that a sudden surge in traffic caused by a promotion, or breaking news event is easily a promotion, or breaking news event is easily accommodatedaccommodated

Be rich in content and functionality that attracts Be rich in content and functionality that attracts frequent and prolonged visitationfrequent and prolonged visitation

The Web Team in Seattle1 Program Manager1 Sr. Technical Producer2 Technical Producers1 Designer1 Engineer

Web team at the stations1 Manger of Web Operations2 ProducersHostingTake advantage of the technologyand infrastructure that hosts some ofthe largest sites on the Web.

Technical TeamTechnical Team

Feature SetFeature SetStation ContentStation Content NewsNews SportsSports Local ProgrammingLocal Programming

33rdrd Party Content Party Content WeatherWeather TrafficTraffic Local InformationLocal Information Permission MarketingPermission Marketing

Feature SetFeature SetWDIG AssetsWDIG Assets Community ApplicationsCommunity Applications

PollsPolls Message BoardsMessage Boards E-MailE-Mail Instant MessagingInstant Messaging CalendarsCalendars

Publishing System Publishing System Content Sharing (XML)Content Sharing (XML)

– ABC News: Business, Health, TechnologyABC News: Business, Health, Technology– Movies.com: Local Movie Times, HeadlinesMovies.com: Local Movie Times, Headlines– ABC.com: Primetime, Daytime and Special HeadlinesABC.com: Primetime, Daytime and Special Headlines– GO.com: Horoscopes, Local Lottery ResultsGO.com: Horoscopes, Local Lottery Results– ESPN.com: Scores, Team Stories, FeaturesESPN.com: Scores, Team Stories, Features

Search (Ultraseek)Search (Ultraseek) MeasurementMeasurement

The Launch PlanThe Launch Plan

As the designs are completed the stations As the designs are completed the stations are trained on the publishing toolare trained on the publishing tool

They populate their new site with contentThey populate their new site with content

We make a DNS change, redirect users to We make a DNS change, redirect users to the new site and Promote the new sitethe new site and Promote the new site

Future PlansFuture PlansGoals Goals Continue to support the current content and feature set through daily Continue to support the current content and feature set through daily

publishingpublishing Build an intranet site to house and manage all internal documentation, Build an intranet site to house and manage all internal documentation,

including problem/resolution tracking, code versioning, style guide including problem/resolution tracking, code versioning, style guide maintenance, template library, ad requests etc...maintenance, template library, ad requests etc...

Version 2.5 Winter ‘01Version 2.5 Winter ‘01 Personalization functionality (already available using corp developed Personalization functionality (already available using corp developed

systems)systems) More content (depends on budget)More content (depends on budget) Complete audio/video packageComplete audio/video package Implement community application suiteImplement community application suite Revisit Design/architecture Summer ’01Revisit Design/architecture Summer ’01

ThankThank You You