Disney characters have always brought warmth and a sense of security to people. From Mickey Mouse to many other classic characters that transcend generations, these characters have accompanied countless families as they grew up and have formed the emotional core of Disney's century-old brand. However, amid the rise of streaming media, the decline of traditional television, and the intertwining of political and technological pressures, this entertainment giant is standing at a critical juncture of transformation.
Bloomberg recently interviewed Dana Walden, co-chairwoman of Disney Entertainment, widely considered one of Hollywood's most astute executives and a potential successor to the Disney CEO position. The interview also included interviews with several Disney-affiliated celebrities, including Kim Kardashian, Kris Jenner, Ellen Pompeo (actress in *The Intern*), and Hiroyuki Sanada (star of *Shogun*), providing insights into the entertainment giant's ambitions in global streaming and traditional television, and attempting to outline Disney's global entertainment strategy. This article is a summary and compilation of key points from the Bloomberg interview.
Dana Walden's Hollywood Chair Journey from Fox to Disney
Dana Walden, co-chair of Disney Entertainment, grew up in Los Angeles. Her mother was a musical actress, and she was immersed in performing and television culture from a young age. In 1992, she joined 20th Century Fox, starting in public relations and gradually moving to the core of content and production. She worked with the creative teams behind classic shows like *The X-Files* and *The Simpsons*, accumulating extensive experience in audiovisual production. During her 26 years at Fox, she successfully led the television division to the pinnacle of her career with works such as *Glee* and *Empire*, earning her the reputation as one of Hollywood's most astute executives. After Disney acquired Fox in 2019, Walden officially joined Disney as co-chair of entertainment, responsible for global television and streaming content.
Disney's strategy to compete with Netflix
Netflix spearheaded the streaming revolution, while Disney didn't launch Disney+ until 2019, leading to skepticism about its late start. However, Walden disagrees. She points out that Disney possesses the world's strongest intellectual property rights, and Disney+ attracted millions of subscribers within 24 hours of its launch, proving the enduring appeal of brand IPs. Unlike Netflix's content strategy, Walden emphasizes Disney's "carefully planned" approach, focusing on quality, classic IPs, and the extension and cross-platform integration of traditional television programs, rather than pursuing quantity. She describes Disney's goal as building emotional connections and a timeless brand universe. With platforms like Pixar, Marvel, Lucasfilm, Fox, Hulu, ABC, Disney+, A+E, and FX, Disney possesses superior original content compared to Netflix, backed by classic television brands and animation and comic book IPs. This gives Disney the confidence to challenge Netflix's ambition to become the world's number one entertainment brand.
Disney Flywheel Effect: Content, Experience, and Platform Integration
Entertainment is just one part of the Disney empire. Following the success of its films and TV series, the company expanded into theme parks, cruise ships, merchandise, and experiences, forming what's known as the "Disney flywheel." Walden, who currently oversees ABC, FX, Hulu, and Disney+, views it as an integrated entertainment ecosystem, not competing platforms. "Dancing with the Stars," broadcast simultaneously on ABC and streaming, successfully attracted a younger audience, resulting in significant viewership growth. She believes live streaming and immediacy remain the strengths of linear television, while streaming offers the flexibility of viewing anytime, anywhere.
Celebrity and Content Strategy: The Kardashian Family's Crossover Attempts
Bringing the Kardashian family to Hulu was a key achievement of Walden's early tenure. Kris Jenner described Walden's negotiations as tough and direct, while Kim Kardashian tried her hand at a scripted role in the Hulu legal drama All's Fair, working with producer Ryan Murphy. Despite polarized reviews, the show's global promotion and premiere success demonstrated the enduring appeal of star power.
Long-running dramas like "Gynecologist" and FX's "Shogun" attract global audiences.
While traditional television has declined overall, ABC's "Grey's Anatomy" has continued its run into its 22nd season, becoming one of the few long-running shows that has transcended generations. Actor Alan Pompeo pointed out that in an era of content overload, the show's continued success lies in viewers' consistent viewing habits and its ability to quickly immerse them in the core of the story.
FX’s “Shogun” showcased Disney’s ambition in global content. The series, which used a lot of Japanese dialogue and starred and produced by Hiroyuki Sanada, faithfully presented Japanese culture and became one of the most successful original foreign-language series in FX’s history.
Further Globalization Strategy: Locally Original Content
Disney+ currently covers more than 150 countries and invests in localized original content in key markets. Walden stated that they don't produce original content in every country, but rather choose the markets with the most potential and continue to cultivate them.
Freedom of speech and the test of leadership
Artificial intelligence is emerging as the next disruptive force. Walden emphasized that AI can help reduce costs and improve efficiency, but Disney's core remains human storytelling ability, and the company is working with writers, actors, and directors to establish boundaries for its use. Regarding political pressure, the brief suspension of Jimmy Kimmel's show sparked controversy over freedom of speech. Walden stated that the decision to temporarily suspend the show was solely to de-escalate public opinion and protect employees. She also denied being pressured by the White House or Trump, emphasizing that the company upholds creative freedom.
There's speculation that Walden might become Disney's next CEO. She responded modestly, emphasizing that teamwork and the company's long-term development are more important than personal position. Despite streaming competition, technological change, and cultural differences, she remains optimistic about the future. Walden believes that no matter how technology evolves, the best stories and the feelings that resonate with people will always be valuable.
Further Reading:
This article, in which Entertainment Chairman Walden discusses Disney's transformation, Netflix's streaming competition, local content development, and freedom of speech, first appeared on ABMedia .
