Overall Roadmap

2. Overall Roadmap • A brief overview of WDIG • The Marriage of Web and TV • ABC OTV Stations - Where we are today and how we got there • How it all gets done - now • Plans for the future

3. Our competitive identity • Walt Disney Internet Group is the Internet media business of the Walt Disney Company creating Internet services, brands, and content. WDIG will create economic value through deep affinityrelationships around consumer entertainment and informationneeds and rich contextual marketing environments for our company and partners Core revenue model WDIG'S MISSION IS TO LEAD THE ON-LINE ENTERTAINMENT SPACE BY BUILDING POWERFUL INTERACTIVE RELATIONSHIPS WITH CONSUMERS Our vehicle Our economic asset Our competitive boundaries

4. GO.com • GO.com • A Web guide that provides broad search and directory, but focuses on the best Web navigation for all entertainment Internet experiences • ESPN • ESPN Store • ESPN • Premier on-line destination site for sports • Sale of ESPN-branded and selected sports products • ABC • ABC.com • Comprehensive on-line entertainment experience, highlighting all of ABC Television Network programming • ABCNews.com • The Internet's technological news leader providing news experiences that capitalize on the expertise of ABC News correspondents • Market leader in innovative family-oriented on-line entertainment and provider of Disney branded merchandise and services • Focus on Disney travel properties • Sale of Disney branded products • Off-line sale of Disney branded products • Disney • Disney • Disney Travel • Disney Store • Disney Catalog • Family • Family • Family Travel • Market leader in information and tools essential to parents and caregivers • Focus on family travel properties • Entertainment • Mr. ShowBiz • Wall of Sound • Movies • Comprehensive on-line celebrity, music, movies, television news, and information

5. … and of course the ABC Owned Stations WABC New York KTRK Houston KABC Los Angeles WTVD Durham WLS Chicago WTVG Toledo WPVI Philadelphia WJRT Flint KGO San Francisco KFSN Fresno

6. The Marriage of Web and TV • Key Strategic Considerations • Are you supporting an existing business or starting a new one? • Trying to do both will not work • Huge implications for: • Sales • Marketing • Editorial

7. The Marriage of Web and TV • Key Strategic Considerations • Costs • Original production is VERY expensive • Web production not necessarily station’s core competence • Technology, you don’t need the latest, but... • Stability • Security • Ease of use

8. The Marriage of Web and TV • Leverage Station Strengths • Connection to the community • Overall Reach • Promotional Power • Leverage Web Strengths • Interactivity • Community building • User participation

9. The Marriage of Web and TV • Example - Editorial • Online survey (NOT A POLL!) • Question posed at top of newscast • Viewers/Users vote and comment at station web site • Results and comments are discussed several times during the cast • BOTH web traffic and show ratings increased dramatically

10. The Marriage of Web and TV • Example - Sales • “Promercial” Schedule bought on station for a contest • Contest was an all expense paid trip to an awards show carried on ABC TV Network • Viewers/Users entered the contest from station web site • Entry page on web site, and spots on-air highlighted local sponsor (automotive) • Entry page for contest also was gateway to online tour of featured vehicle, and dealer info • High dealer traffic reported, promotion extended

11. The ABC OTV Stations • Will all launch with new sites in the next month • Centralized development effort lead by WDIG • Editorial control completely in the hands of each local station • Leverage the content and technology of WDIG

12. Goals: • To take the technical layer out of the way of the television stations • To create the best possible process behind getting television station content onto the sites • To build and support the best TV station sites available on the Web • To leverage content and infrastructure throughout WDIG

13. Decision drivers: • Be secure so that no outsiders can threaten our brands with inappropriate material • Be correct, with pages that load without errors, dead links, broken features, etc. and have consistent design and navigation throughout the site • Be scalable, so that a sudden surge in traffic caused by a promotion, or breaking news event is easily accommodated • Be rich in content and functionality that attracts frequent and prolonged visitation

14. Technical Team

15. Feature Set Station Content • News • Sports • Local Programming 3rd Party Content • Weather • Traffic • Local Information • Permission Marketing

16. Feature Set WDIG Assets • Community Applications • Polls • Message Boards • E-Mail • Instant Messaging • Calendars • Publishing System • Content Sharing (XML) • ABC News: Business, Health, Technology • Movies.com: Local Movie Times, Headlines • ABC.com: Primetime, Daytime and Special Headlines • GO.com: Horoscopes, Local Lottery Results • ESPN.com: Scores, Team Stories, Features • Search (Ultraseek) • Measurement

17. The Launch Plan • As the designs are completed the stations are trained on the publishing tool • They populate their new site with content • We make a DNS change, redirect users to the new site and Promote the new site

18. Future Plans Goals • Continue to support the current content and feature set through daily publishing • Build an intranet site to house and manage all internal documentation, including problem/resolution tracking, code versioning, style guide maintenance, template library, ad requests etc... • Version 2.5 Winter ‘01 • Personalization functionality (already available using corp developed systems) • More content (depends on budget) • Complete audio/video package • Implement community application suite • Revisit Design/architecture Summer ’01

19. Thank You