TV Upfronts

Disney’s Rita Ferro Is Ready for a More ‘Intimate’ Upfront

The company's new venue accommodates all of its brands on the same stage

With weeks to go until the upfront officially kicks off, Disney has a plan in place.

The company’s first in-person upfront in three years took place at Basketball City in New York in 2022, but this year, Disney is headed to a new location at the North Javits Center.

According to ad sales chief Rita Ferro, the move had to do with space.

“It didn’t feel as intimate from an audience perspective, so we knew we wanted a venue that felt more inclusive that, regardless of where you were, you felt part of the show,” Ferro said, speaking Tuesday at Adweek’s Convergent TV Summit.

Last year was the first time Disney had integrated Hulu on stage, as well as Disney+.



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