How Disney plans to keep kids hooked on TV

This minnie mouseyear is shaping up to be one of the worst customer retention years in the history of pay TV. Cable, satellite and phone companies that offer video services lost 113,000 customers in the third quarter, according to a report by MoffettNathanson.

So what are cable and satellite companies’ frenemies—the broadcast partners and content kings—doing to ensure that the television status quo continues into the next generation of viewers? They’re cutting the cord themselves, to a degree. Networks with a strong mobile presence are using the basics of cord-cutting against the next generation’s would-be cord cutters, roping children into the existing ecosystem in a roundabout way.


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