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Disney blasts HTML5 over copyright issues, advertising

updated 08:15 pm EDT, Mon September 13, 2010

 

Company sticking with dedicated apps


Disney-ABC executive vice president Albert Cheng has criticized HTML5 technology, which he claims is still "not ready" for his company, according to a Business Insider report. While addressing attendees at the Appnation conference, the executive cited the lack of advertising support as a primary reason for staying away from HTML5.

The advertising issue has pushed the company to maintain its focus on dedicated apps, which can be paired with customized advertising campaigns. Ad placements can be dedicated solely to Disney-ABC content, rather than directing users to competitors.

Aside from the advertising problems, Cheng also suggested HTML5's copyright protection systems have yet to mature. The company can reportedly keep tighter control over content protection that is built into a dedicated application.

Interestingly enough, Steve Jobs is a member of Disney's board of directors. The CEO has been a proponent of HTML5 technology, which he claims "looks like it's coming up" while Flash is "waning."


By Electronista Staff

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industry, Disney, HTML5

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Previous Comments

  1. Stuke

    Fresh-Faced Recruit

    Joined: Feb 2005

    +17
    09/13, 08:45pm | report spam | reply

    Am I missing something, or...

    ...is this just Disney complaining it needs money, money, money? I suppose we'll see extensions developed for HTML5 that will including advertising functionality, just what we need more of on the web.


  1. PRoth

    Fresh-Faced Recruit

    Joined: Aug 2008

    +5
    09/13, 10:12pm | report spam | reply

    What Cheng DIDN'T say:

    "Mr. Jobs says that iAd is BY FAR the best method of advertising going forward. I'm sure HTML5 will mature in good time, but for the foreseeable future of Disney's cash machine, all those rich kids in cars with iPads are best served by iAd. Any questions from the audience? Yes. Flash? We're not familiar with this thing you call Flash. Next question, please?"

    hehehe...


  1. davlab

    Fresh-Faced Recruit

    Joined: Jul 2006

    +10
    09/13, 10:47pm | report spam | reply

    That's perfect ...

    put the content and streaming video in HTML5 and the ads in Flash — that way we can get the content and avoid the ads.


  1. facebook_Justin

    Via Facebook

    Joined: Sep 2010

    +5
    09/13, 11:19pm | report spam | reply

    comment title

    Stop with ad supported bull and offer a paid version of the content for those of us that aren't cheapskates.


  1. Foxypaco

    Fresh-Faced Recruit

    Joined: Apr 2010

    +4
    09/14, 02:38am | report spam | reply

    The lack of advertising support...

    is a good thing!


  1. facebook_Matthew

    Via Facebook

    Joined: Sep 2010

    +3
    09/14, 08:58am | report spam | reply

    HTML5 & Disney

    It sounds like the complaints are directed specifically towards HTML5 video, rather than all HTML5 technologies. Also it's nothing new, since YouTube, BBC, Hulu have all blogged about these same limitations. The big one being copyright protection, as with browsers fighting over something as simple as codecs I don't think browsers are ever going to see eye to eye when it comes to copy protection.


  1. Jonathan-Tanya

    Fresh-Faced Recruit

    Joined: Oct 2004

    0
    09/14, 09:13am | report spam | reply

    Sounds like Disney doesn't understand tech

    Disney, friends...the internet wasn't invented for you, it will survive without you.

    Be careful when you exit, the doors been known to hit people in the backside.


  1. testudo

    Forum Regular

    Joined: Aug 2001

    -3
    09/14, 11:26am | report spam | reply

    Re: Sounds like...

    Disney, friends...the internet wasn't invented for you, it will survive without you.

    No, it wasn't invented for them. But it wasn't invented for you either. Nor for Steve Jobs or anyone else who would like to claim what is best for everyone.

    And it sounds distinctly like they understand tech. What it shows is that a certain company CEO who insists that Flash is unneeded and HTML5 replaces it doesn't understand how people use Flash and that it isn't just about showing some crappy YouTube video or displaying web ads.


  1. wrenchy

    Forum Regular

    Joined: Nov 2009

    -3
    09/14, 12:37pm | report spam | reply

    re: Am I missing something, or...


    >>>..is this just Disney complaining it needs money, money, money?


    Replace Disney with the word Apple.

    That's all that this is about. Money. Disney has to at least attempt to protect it's IP and HTML 5 does not allow that at this time.

    If Apple couldn't protect it's IP, all you fanbois would be defending them to the end. I see no one can describe Apple's business practices without mentioning money. "Oh, they make more money or profit with each phone or computer they sell".... Money, money, money.

    Apple's shareholders don't give a flying fu5k about you. Only their fat pocketbooks.

    Still losing market share boyz. Still dropping.


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