MediaPost: Disney Internet Group Launches Family Motion

Disney is repackaging video content from its various pieces of empire and stuffing it into a new, proprietary Motion format to deliver to a web audience under the name FamilyFun TV. Including content from ABC News, ESPN and Disney's own warehouse of movie and television properties. The content comes in one- to three-minute clips that require visitors to download a special program to view.

Disney plans to add advertising to the spots in the next few months, claiming to already have four major advertisers interested. Starcom's Jeff Marshall told MediaPost that advertisers are still trying to figure out the tolerable doses of video ads within this sort of content, which might require five- or ten-second ads inserted after every two to four clips. Starcom has been a strong, if relatively lonely, proponent of bringing TV-like ads to the Internet.