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."