As part of its branded channel original content push announced late last month, Google has signed a major player — Disney.
Disney Mobile is developing original Web series aimed at children for YouTube. The first is based on Where’s My Water?, Disney’s popular eco-friendly iPhone and iPad app.
“It’s imperative to go where our audience is,” James A. Pitaro, co-president of Disney Interactive, told the New York Times. With Disney.com not ready to relaunch until next year, the goal, he added, is to “bring Disney’s legacy of storytelling to a new generation of families and Disney enthusiasts on the platforms they prefer.”
“It’s an acknowledgment that we want to work with the best brands and, yes, we expect this partnership to attract new advertisers,” added Robert Kyncl, YouTube’s global head for content partnerships.
Under the terms of the deal, Disney will produce eight original Web series to run on YouTube at any given time.