| Disney Interactive targets moms with original series |
Los Angeles Times
Disney Interactive Media Group has unveiled original Web series targeting an influential demographic — moms. Margie Gilmore, vice president of online originals, told a group of media buyers gathered for a Digital Content NewFront presentation Thursday at SoHo House that the shows strive to remain true to the Walt Disney Co.'s heritage of storytelling — while offering an honest, open and authentic voice that some within the company found "a little uncomfortable."
"There's not a lot of pixie dust in the world of parenting," Gilmore said. "We have to strike a balance between being Disney and being relevant and real."
The new digital shows build on Disney's considerable portfolio of assets targeting moms, including Babble Media, with its extensive roster of mommy bloggers dispensing parenting advice, and iParenting Media, which operates a network of websites geared to parents.
One series, "Moms of," features interviews with the mothers of accomplished athletes, musicians, inventors and teachers. Other shows, "That's Fresh" and "Thinking Up," fall into the self-help category — leavened with humor. continue
by Dawn C. Chmielewski