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Less than three weeks after she was elevated to president of advertising sales for Disney-ABC, Rita Ferro’s first big task was the same one she’s had for the past seven years: drumming up enthusiasm among buyers at Disney Media’s kids upfront presentations.
Among the big initiatives she’s pushing this year during the Disneyland and Disney World upfront events: the breadth of the three Disney networks’ brand programming, access to the company’s first-party measurement data and new partnership opportunities with its upcoming, all-in-one DisneyNow app.
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