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Iger's challenge: how to reanimate Disney

The new test for media firms, increasingly, is balancing creativity and bottom lines.

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The latest chapter in the saga of Mouse House underlines a larger story unfolding in the media business, in which economies of scale are matched by the hazards of scale.

The announcement this week that Robert Iger will move from the No. 2 spot at Walt Disney Co. to replace Michael Eisner as CEO has met mixed reviews, but what no one disputes is the magnitude of the challenges facing whoever runs a mammoth entertainment company where the pressures of creativity and financial performance collide.

Some say that by tapping a man with inside knowledge of the company, Disney's board is finally moving toward a sounder footing, replacing the often-abrasive Eisner a year earlier than expected. In that sense, the move may portend changes elsewhere, as aging media moguls hand the reins of American culture to a younger - and perhaps more temperate - generation. (Next up, perhaps: Viacom, News Corp., Time Warner, Comcast, NBC/Universal).

Others see the choice of Iger as not so much safe as sorry. They say it's more evidence that bottom-line concerns are squashing the creativity out of American entertainment. The larger a conglomerate gets, the harder it is to maintain a unique and vibrant culture - especially one spawned by a founder such as Walt Disney.

"Pleasing stockholders is a very different goal than pleasing audiences or critics," says media analyst Robert Thompson. "Here you have a company that for a good portion of the 20th century had cultural dominance comparable to the church in medieval times ... reduced to a revolving door of interchangeable beancounters."

He and others see a steady shift from creative to business values in America's top media companies.

By some measures, the results are impressive: Although Disney's stock faltered as this decade opened, it has far outpaced the Standard & Poor's 500 stock index over the longer span of Eisner's 20-year tenure - something it failed to do during the 1970s.

But such corporate expansion - ownership of other movie studios, more theme parks, ABC television - also makes it harder to maintain a unique identity.

To critics, the selection of Iger - a man known more for organizational and financial skills than an eye for hit films and TV shows - does little to ease concern that Disney, despite the famous name it bears, has become just another media conglomerate.

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