Modernizing a Media Empire with WordPress

Challenge

Before WordPress, Disney ABC Press had six existing network sites, plus a corporate site, all built on an antiquated, proprietary system. As a result, the sites were disjointed and disorganized. This caused an information overload problem for the more than 8,000 members of the press who looked to these sites for fresh program-related content.

Content management was also a challenge for ABC staff, who were juggling multiple processes to update content across all of the sites. The two main goals were to unify the myriad of network sites into a cohesive, editorial workflow and create a master system architecture for guest navigation. All while retaining the unique branding of each network, ensuring clear regional distinction, and granting the press seamless access to public and exclusive program-related content.

Solution

A custom WordPress solution was designed, consolidating six sites into a unified editorial workflow with customized administration. This enables the editing team to manage content efficiently across all sites focusing on seasons & episodes, rather than pages & articles. The solution includes a fully integrated digital asset & relationship management tool that at one point grew to over 14 million assets, allowing editorial staff to bulk edit thousands of images simultaneously.

The system has a uniform design language and content framework for a consistent look and feel that spans all sites. For example, editors can centrally edit one show, assigning individual asset permissions, and it will publish differently on multiple sites.

Designed for longevity, the WordPress solution has successfully scaled for over a decade, adapting to new technologies and evolving media requirements. This long-term strategy has not only streamlined press operations but has also delivered millions of dollars in savings compared to proprietary licensing fees, proving the immense business value of open source.

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