A Mouse in-house.(Walt Disney Co., vertical integration strategy)(Statistical Data Included)

Broadcasting & Cable, November, 1999 by Schlosser, Joe

Disney's attempt to reap vertical integration benefits--via merger of studio and network--is gaining acceptance

It's a bright sunny afternoon in West Los Angeles, and Stu Bloomberg and Lloyd Braun are in their spacious offices at ABC headquarters playing a game of catch football. Bloomberg and Braun, co-chairmen at the newly minted ABC Entertainment Television Group, deserve to have a little fun. They have just seen the early ratings results of Who Wants to be a Millionaire?'s second episode during the November sweeps. The extraordinary popularity of the game show has brought The Walt Disney Co.-owned network some of its best ratings in years and will likely push ABC to its first November sweeps victory since 1992. The Drew Carey Show, The Practice and...

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