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Media buyers said last week they are upbeat about the prospect of Comcast acquiring the Walt Disney Co. and running ABC and its sibling cable networks.
“It would be Viacom Plus on steroids,” said MindShare’s Marc Goldstein, following the broadcast and cable TV company’s surprise $54 billion bid for Disney. Added the president and CEO of the WPP media shop, “The ability to build marketing programs across several platforms would be attractive.”
Some buyers believe the new leadership at Comcast—especially cable operations president Steve Burke, who had a successful stint at ABC before leaving in 1998—could add a much-needed infusion of ideas to Disney’s floundering TV operation.
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