The art of curating content: Disney’s strategy for diverse audiences
A tailored approach to entertainment
In the ever-evolving landscape of television and streaming, it’s not about the sheer volume of content but the curation that matters. This philosophy is at the heart of Disney Television Group’s strategy, as explained by Craig Erwich, the president overseeing Hulu Originals, ABC Entertainment, Disney Branded Television, and Freeform. Erwich likens his role to organizing a giant “potluck dinner,” where the goal is to offer something for everyone’s tastes and moods.
Quality over quantity
Erwich emphasizes that Disney’s approach has always been about quality and focus rather than flooding the market with content. “Our strategy has never been about volume. It’s always been about curation and doing things well and focused,” he says. This meticulous approach extends beyond development and production to the launching and marketing of shows.
Meeting diverse tastes
Disney’s array of linear channels serves as a robust engine for its direct-to-consumer platforms like Hulu and Disney+. “Our direct-to-consumer customers have a very wide array of tastes,” Erwich notes. Whether viewers are in the mood for light-hearted reality TV like The Kardashians or something more intense like The Handmaid’s Tale, Disney ensures that each brand stays in its lane, allowing for a well-rounded offering.
A seasoned perspective
Erwich’s extensive background, from his time at Fox Broadcasting Co. to Warner Horizon Television, gives him a unique vantage point on how streaming is reshaping the industry. He sees immense potential for Disney’s various branches to work together for the greater good. For instance, making episodes available for catch-up viewing on streaming services has been a boon for shows like Abbott Elementary and Will Trent.
Embracing new platforms
Disney has also recognized the importance of platforms like YouTube in reaching younger audiences. “Young people are watching TV differently, and we have to meet them where they are,” Erwich says. The Disney Channel YouTube channel is one of the largest on the platform, reflecting the company’s commitment to accessibility.
The power of promotion
Disney’s ability to promote its content across various channels is unparalleled. From theme parks and retail outlets to ESPN and “Good Morning America,” the company can create a spotlight for its major priorities. This promotional prowess is evident in the success of shows like Only Murders in the Building and events like the Oscars telecast.
Investing in procedurals
Despite the shift towards online platforms, Disney continues to invest in high-profile scripted procedural dramas for ABC. Shows like High Potential and Doctor Odyssey are prime examples. Procedurals like Grey’s Anatomy have proven to be great investments, reflecting real-world issues and resonating with audiences.
Expanding comedy offerings
Hulu is also stepping up its game in the comedy genre with the “Hularious” initiative, which aims to offer original standup comedy specials. This initiative will feature a mix of well-known comedians like Jim Gaffigan and Bill Burr, as well as emerging talents.
The success of ‘The Golden Bachelor’
ABC’s gamble on The Golden Bachelor, featuring a 72-year-old retired restaurateur, paid off handsomely. The show became a cultural phenomenon, celebrated for its heart and humor. Erwich is optimistic about the upcoming The Golden Bachelorette, which will feature a 61-year-old private school administrator.
Reviving ‘9-1-1’
When 9-1-1 moved to ABC, the show kicked off with a high-stakes three-episode event, showcasing the kind of showmanship that Erwich believes is essential for successful TV dramas.
Final thoughts
Disney’s strategy of curation over volume, combined with its ability to leverage multiple platforms for promotion, sets it apart in a crowded marketplace. By focusing on quality and meeting viewers where they are, Disney continues to be a leader in the entertainment industry.