Disney to keep sponsorship model with children's networks

03/18/2011 | MediaPost Communications

Two of Disney's cable networks for children -- Disney Channel and Disney Junior -- have found success by building an uncommon sponsorship business model for advertisers, and they aren't likely to change the strategy anytime soon, according to Rita Ferro, executive vice president of Disney Media sales and marketing. The model has enabled the networks to work with a diverse group of marketers; recent sponsors have included Best Western, Chrysler, Nissan and Hasbro.

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