CableFAX 15-to-Watch Lauren DeVillier – Disney Channel Digital Media

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Lauren DeVillier
VP, Digital Media
Disney Channels Worldwide

No pressure, but DeVillier happens to oversee some of the highest-profile sites in Disney’s expansive portfolio: DisneyChannel.com, DisneyJunior.com, DisneyXD.com and RadioDisney.com. Meanwhile, she also develops Disney’s broadband, mobile and iTV apps for the Disney/ABC Television Group’s kids channels and brands. Her pedigree is impeccable, with a stint running Yahoo! Kids during which she launched Yahoo! Green, which covered environmental news while driving strategic product initiatives for the Yahoo! Food and Yahoo! Health businesses. Before that, she spent time at Microsoft’s MSN Kids channel. At Disney, she’s putting all those skills and her years of experience to good use, with her team winning the 2008 winner of the Emmy for Outstanding Interactive Media Programming. These days, she runs some of the most important kids-focused Websites in the U.S.—and perhaps the entire world. Again, no pressure.

What personal qualities do you think have helped you get to your current position—and which ones (that you either now possess or must work on) will advance you to the next level?

Collaboration is key. I work in a very large company with multiple business units. It’s important to communicate your business needs openly and authentically, while also stepping back to understand your partners’ goals and objectives. Being smart and strategic are important, but having clear communication and integrity with your co-workers is paramount to one’s success in any size organization.

What digital trend will be the biggest game changer in the next 1-3 years?

I see three digital trends really defining the kids space: anywhere/anytime consumption, customization and social/crowd sourcing of information. Consumers are in the driver’s seat and they are unbound by time or place. Their growing expectation is  anywhere, anytime, any platform viewing and gaming with safe social and UGC hooks. Kids, more and more, are platform agnostic and have the expectation that they will find seamless, quick and easy to access content from their favorite shows wherever they are. Customization is also a key trend to watch. Kids want to be part of or immersed in entertainment, not just passive observers. Having participatory experiences are an important part of their interaction with content. They want to influence the outcome and have their voices be heard within their favorite brands. And finally, we can’t underestimate the influence of social media. Commenting, liking and sharing are forms of self expression that are engrained in kids today. It’s in their DNA.