Disney Mobile’s 30-Minute Infomercial On ABC Family


Little bit of corporate-synergy help for Disney for the continuing rollout of its MVNO Disney Mobile: it is producing a half-hour TV series about it that’s expected to debut on sister channel ABC Family by November. But don’t call it an infomercial..the company calls it “storymercial“, and will incorporate viewer-suggested storylines and “mix the rational and the entertainment to explain features that could make a difference in families keeping track of each other and of minutes,” said Vince Engel, the show’s co-producer and executive creative director, partner, BuderEngel and Friends, San Francisco. Engel estimates that 80 percent of the footage will also turn up in other media, including the Web, mall kiosk monitors, DVDs and 2-3 minute TV commercial breaks.

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