The Media Networks division of The Walt Disney Company announced the development of an emerging media and advertising research lab – the most comprehensive of its kind -- in conjunction with Professor Duane Varan, a global authority on the future of television and advertising.

Developed to better understand the emotional drivers of audience behavior and physiological reactions to advertising, this state-of-the-art research lab will utilize sound empirical research methods to test traditional and alternative models for advertising. The facility will conduct year-round tests using the most advanced research techniques – including biometric measurement tools -- to evaluate engagement and emotional responses to advertising across media platforms.

The lab network plan is based on a hub-node design, where the central hub will program and execute tests at regional node facilities. The first node facility will be a 3000+ square foot lab to be built in Austin, Texas which will test a variety of advertising executions like interactivity, split screens, brand integration, sponsorships, addressable advertising, broadband video and mobile devices. The facility will also feature a small theater, multiple viewing suites, as well as an adjacent observation lounge.

"In today's rapidly evolving media environment, we need to go beyond traditional forms of research to ensure an effective connection with our audience," said George Bodenheimer, president of ESPN and ABC Sports, and co-chair, Disney Media Networks. "This on-going initiative will employ advanced methods to reveal deeper insights about media and advertising engagement that will lead to innovative solutions for our advertisers and our media platforms."

"By coupling Disney Media Networks' top-quality content with advanced new research practices, we have an important opportunity to further explore the connection that viewers of all ages have with our entertainment, news and sports programming," said Anne Sweeney, president, Disney-ABC Television Group and co-chair, Disney Media Networks. "We look forward to working with Duane to learn more about the viewing experience across audiences and, in doing so, to heighten its value for the public, our advertising and distribution partners, and the industry as a whole."

"Together with Disney Media Networks, I am excited to embark on this exciting journey of discovery which is sure to open new horizons and identify promising new opportunities for the future of television and all digital platforms," said Duane Varan. "The sheer volume of research the new lab will facilitate is breathtaking."

Recognized as a global innovator in iTV applied research and as one of the foremost authorities on new media, Professor Duane Varan is the Executive Director of the Interactive Television Research Institute and holds the inaugural Chair in New Media at Murdoch University in Perth, Australia. Duane also oversees Beyond :30 – a collaborative industry research project focused on understanding the interactive viewer and exploring emerging models for TV advertising.

The Disney-ABC Television Group is home to all of The Walt Disney Company's (NYSE: DIS) worldwide entertainment and news television properties. The Group includes the ABC Television Network (including ABC Daytime, ABC Entertainment and ABC News divisions); the Disney Channels Worldwide global kids' TV business, ABC Family and SOAPnet; as well as television production and syndication divisions ABC Studios, Disney-ABC Domestic Television and Disney-ABC International Television. The Disney-ABC Television Group also manages the Radio Disney Network, general interest and non-fiction book imprint Hyperion, as well the Company's equity interest in Lifetime Entertainment Services and A&E Television Networks.

ESPN, Inc. is the world's leading multinational, multimedia sports entertainment company featuring a portfolio of over 50 multimedia sports assets. The company is comprised of six domestic television networks (ESPN, ESPN2, ESPN Classic, ESPNEWS, ESPN Deportes, ESPNU), ESPN, ESPN2 and ESPNEWS HD simulcast services, ESPN Regional Television, ESPN International (34 networks, syndication, radio, web sites), ESPN Radio, ESPN.com, ESPN The Magazine, ESPN Enterprises, ESPN PPV, ESPN Zones (sports-themed restaurants), and other growing new businesses including ESPN360.com (Broadband), ESPN Mobile Properties, ESPN on Demand and ESPN Interactive. Based in Bristol, Ct., ESPN is 80 percent owned by ABC, Inc., which is an indirect subsidiary of The Walt Disney Company. The Hearst Corporation holds a 20 percent interest in ESPN.

Contacts:
Katina Arnold
ESPN
(860) 766-7463

Karen Hobson
Disney – ABC Television Group
(818) 569-7789