Original programming was developed across a myriad of topics to align with consumers varying passions and interests. The content was designed to be entertaining first and informative second.VOD was selected as our lead outlet as television is a highly emotional medium for our audience. VOD also provided consumers with interactive control and its technology supported conversion mechanisms that facilitated immediate action.We created an opportunity for Disney Parks to become a programmer instead of an advertiser with a branded VOD destination, called Disney Travel on Demand (DTOD). We enabled industry leading interactive features including 'request for information' (RFI) and talk-to-agent (TTA). Both allowed viewers to interact with Disney Parks immediately via remote. RFI permitted consumers to request a Vacation Planning Disc while 'talk-to-agent' enabled users to request a Disney representative to call their home and within minutes their phone would ring: a cable industry first.

After 6 months, DTOD exceeded estimated page views, RFI requests, and talk to agent calls. Of the calls completed, 23% lead to a booked vacation. The program was deemed a strong return on investment. It drove aggressive conversion goals and press, and was ultimately approved for a second year.