The Walt Disney Co. is overhauling its flagship website, Disney.com, for the third time in half a decade, in an attempt to reverse 15 consecutive quarters of losses -- totaling almost $1 billion -- at the company's online, mobile and games division. Executives say they plan to shift away from pure marketing and to make the new website more entertaining and engaging through the use of multimedia content; still, experts note that Disney hasn't yet demonstrated an ability to handle online outreach effectively. "We've been waiting for years and years and years. For traditional media companies, this really does seem like a totally different skill set," says analyst Jessica Reif Cohen.