• by Wayne Friedman , Staff Writer, 6 hours ago

For many, it may seem to be too little, too late. Walt Disney is now beginning to look at starting up a slew of FAST channels.

All this comes against legacy media competitors Fox (with Tubi) and Paramount (Pluto TV), which have been in the business for a number of years.

Added to this is the independent Roku Channel (soon to be part of Fox Corp.), which has ascended to the top of the heap among all FAST (free ad-supported streaming television) channels.

But the one thing Disney has in its favor is a strong desire from advertisers when it comes to buying their premium content -- especially from streamers Disney+ and Hulu.

We should also consider ESPN and its high-level sports programming content, including the NBA and “Monday Night Football,” among other content.

For much of Disney's top-level programming -- linear TV and streaming -- ad inventory reaches near or actual sellout levels.

Having a FAST platform business, probably with several FAST channels -- as NBCUniversal and other legacy media companies have done -- would allow it to bundle new FAST network inventory with that of Disney+, Hulu and ESPN (streaming and linear TV).

Many believe that FAST will help it combat dreaded “churn” -- subscribers who opt out of their monthly streaming deals.

There is research to suggest TV consumers might be quicker to resist paying for streaming services -- Disney+, Hulu or ESPN -- if they remain in the Disney streaming ecosystem by still watching free ad-supported Disney-branded FAST channels.

Call it a “time-out” of sorts for those customers, who would be still in the “game,” so to speak.

A sizable portion of streaming consumers behaviorally opt out and then back into streaming platforms when their favorite shows start up again with a new season. (Or when a new highly touted show comes online).

FAST channels would also help Disney to ride through those weak periods when content-licensing deals to other TV networks/platforms may be low.

In addition, FASTs would help Disney monetize decades of TV and big franchise movie content, as well as classic and new animation, National Geographic and 20th Century Fox library content.

FAST networks can also be used as a promotional or marketing device for ABC, ESPN, Disney+ and other platforms.

In addition, FAST channels can be a default for viewers who may tire over having to decide what to watch on Disney+, Hulu, ABC TV Network, or whatever.

Thinking of hanging around in the streaming Disney ecosystem is kind of like walking around a Disney theme park and looking to spend money on the next big ride.