Michael Schneider Variety Editor at LargeWhen Disney Plus launched last year, I would occasionally ask its executives about their Emmy plans.
They never quite had an answer — because early on, awards weren’t a high priority as they focused instead on growing the business.“I always found that when you’re working on creative storytelling, especially in filmed entertainment, if you have awards in your line of scope, then that’s never a good start,” Disney Plus content and marketing president Ricky Strauss tells me.And in a way, downplaying kudos competitions made sense: While other new streamers, including Apple TV Plus, debuted with much more awards-friendly prestige fare, Disney Plus’ initial programs were genre shows like “The Mandalorian”.
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