Disney aims to build brand in emerging markets

Walt Disney is aiming its sights on Russia and Turkey as it looks to boost its presence in emerging markets.

Speaking at a media briefing this week, Tom Toumazis, executive vice-president and managing director, Buena Vista International Television Europe, Middle East, Africa and Canada said the company was focusing on "re-versioning" of content to build its revenues. Re-versioning sees US content remade featuring actors from the region where the programming is to be screened.

He also confirmed that Walt Disney is to focus on its three biggest brands ABC, Disney and ESPN. Brands and divisions bearing the Buena Vista monicker will rebranded as Disney.

†Television arm Buena Vista TV, foreign sales division Buena Vista International and video games arm Buena Vista Games will be rebranded under the Disney name. The company’s production unit Touchstone TV will be renamed ABC Television Studio. The move is part of the company’s decision to focus on the ABC, Disney and ESPN.

†Toumazis and Cindy Rose, senior vice-president and managing director, Walt Disney International UK, Ireland, Middle East and Southern Mediterranean regions admitted the Buena Vista brand had little significance for consumers. They said that many consumers were unaware of the link the brand had to Disney.