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Disney Interactive targets moms with original series

April 30, 2012

DisneyInteractive 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 theWalt 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.

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-- Dawn C. Chmielewski, Los Angeles Times

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