It’s not a secret that Disney is one of the biggest brands in the US, beloved by children and their parents, and more than. After the company have launched their web site, all of us were in foretaste. Disney recentle completed a a year-long revamp of its site at the direction of Bob Iger.

Speaking at the ETech conference in San Diego, Freeman laid out the stats: 100 million videos now streamed each week, page views are up 10 percent, six million unique broadband visitors a month, and a ten-fold increase in site registrations. As Mickey would say, “Gosh!”

The aim of the designers is to attract more users to the real Disney content. Some of Micky Mouse-lovers sometimes encounter a difficulty to find the original content.

In comparison with other video sharing sites like YouTube or MySpace, Disney.com gives parents a high level of control over the behaviour of their children in chats on the site, i.e. they can regulate where youngsters go, who they talk to and in what way.

Disney.com is already the number one web destination for kids and families, with more than 25 million unique users a month. The company has an enviable archive of characters and content to draw on, much of which is “long tail” material that is no longer viable at retail. The brand is trusted by parents and kids alike and is known for offering “clean” content that parents don’t need to monitor.

I think the main problem is advertising by means of which Disney.com is going to make money and target the audience, most part of which are children. According to the recent studies children are being fed a steady diet of junk-food ads by the TV channels they watch.
Walt Disney Co.’s Disney Channel carries no conventional advertising, and the company won plaudits recently for a plan to limit the licensing of its characters to promote children’s foods that are high in fat and added sugar. The new study was intended to satisfy policymakers who wanted to know “how much food advertising children see on TV, for what types of food, and what types of appeals are used to market those foods to them,” said Kaiser’s Vicky Rideout, a co-author of the study.

The channel also runs brief programs teaching exercise to preschoolers, and plot lines about nutrition have been central to episodes of such hits for older children as “That’s So Raven” and “The Suite Life of Zack & Cody.”

But Disney’s ABC Family cable network runs nearly seven minutes of food ads during each hour of children’s shows, compared with less than four minutes on rival Viacom Inc.’s Nickelodeon, according to the study.

Disney.com built the new site taking into account five key points: community, remixing content, user-generated content, online video, and story-driven experiences.

This site is going to be a really strong community being catered for youngsters, which parents wish they children be always happy and smiling.

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