Disney growing its online family


Citing healthy growth for the relaunched Disney.com, the Walt Disney Internet Group on Tuesday announced a new online effort targeting parents.

DisneyFamily.com, an online community and one-stop resource for parents, launches this week. The site, located at www.family.com, will include a mix of content, search and community features spanning family topics from education to tips on traveling with children.

The site is being introduced in the wake of a makeover that has re-energized Disney.com, according to Paul Yanover, executive vp and managing director at Disney Online. In his keynote address Tuesday at iHollywood Forum's Digital Media Summit at the Roosevelt Hotel, he noted the site is now streaming 1 million videos per week since video was added in January.

"It's a dramatic change for a site that wasn't based in video," Yanover said.

He added that Disney.com has seen a 9% increase in total page views and registration to the site has increased tenfold. Yanover pledged to add more channels to the site based on a large supply of current and past franchises, dating back to "Zorro."

"Disney has got a really long, long tail of content," Yanover said.

Citing a recent announcement to exhibit Disney-branded concerts on the site, he noted that Disney is exploring opportunities that run contrary to conventional wisdom that the Internet eradicates any sense of scheduled content delivery.

"We're going to do more event-oriented stuff," Yanover said. "We think there is a time dimension."

Over at DisneyFamily.com, original and aggregated content will include articles and opinion pieces on parenting from experts in the field as well as editorial content from bloggers nationwide.

Users can access additional parenting information through the site's search options, which include searching the entire Web or through the site's roster of 1,000 suggested online destinations or from within the DisneyFamily.com site via keywords. An additional feature, dubbed Family Tool Box, offers interactive, time-saving search tools for family topics.

Overall, the community aspect offers users the ability to create individual profiles, comments, blogs and rate the site's content.

Disney plans to add additional features including the ability to create online groups, the chance to participate in ParentPedia -- a family wiki combining expert and everyday parent advice and the ability for users to access the site via mobile phone.