Ferro’s job got even bigger and busier in September, with the addition of all ESPN properties to her already massive portfolio of Disney/ABC’s entertainment and news properties—including cable networks, mobile, digital and social. Before her promotion, this past year she led her team in its most successful upfront to date. “The proliferation of platforms and access to content make it a much more dynamic marketplace,” she notes. “Overall media consumption is up, but it’s spread across multiple platforms and experiences, and how we build advertiser solutions in this evolving marketplace continues to evolve and adapt.”
In what areas should the industry step up its efforts with regard to diversity and inclusion?
We continue to read studies around pay equality and access to opportunity. At the same time you hear studies about the success of organizations that elevate women and minorities. As leaders in this business, we have to have the courage to elevate and give a stage to the talented people who will help drive this change.
What’s your best advice to someone just entering the video content/distribution industry?
There is so much change and opportunity right now in the content business, go for it, have fun and push the limits of what you want to do and write your story. With the standards and processes changing, content creators will have so much more access in the future, don’t let anyone tell you it’s not possible.
What’s been the most dramatic change in your sector of the business today vs. three years ago?
I would say the proliferation of platforms and access to content that make it a much more dynamic marketplace. Overall media consumption is up but it’s spread across multiple platforms and experiences and how we build advertiser solutions in this evolving marketplace continues to evolve and adapt.
If there were a reality show based on your office, what would it be called?
“Making the Magic Happen”