（央视财经《天下财经》）美国华特迪士尼公司与优兔电视、也就是Youtube TV近日达成一项多年期协议，华特迪 士尼旗下的多个节目频道，在优兔电视平台上恢复提供付费观看服务。双方此前的合作协议于上个月底到期，因谈 判陷入僵持，超1000万订阅用户在过去两周内无法观看到迪士尼旗下频道的节目。 美国华特迪士尼公司14日在其官网上公布了旗下节目频道恢复在优兔电视平台上播放的消息。现在优兔电视的付费 订阅用户可观看迪士尼旗下新闻、体育、娱乐等节目频道。双方此前的合作协议于上月底到期，但由于双方围绕新 协议的谈判陷入僵局，导致过去两周时间里，超过1000万优兔电视平台的订阅用户无法观看华特迪士尼公司旗下节 目频道，特别是迪士尼拥有版权的大量体育赛事直播。 据悉，达成新协议的核心争议点在于价格。迪士尼方面称，随着体育赛事转播费用的提高，购买其节目的播出平台 也需要支付更多费用。另一方面，也有美国媒体指出，随着迪士尼自家拥有的流媒体平台Hulu+直播电视平台的付 费订阅用户数量不断增加，迪士尼在与优兔电视平台进行谈判时多了新的筹码。 尽管目前双方已达成协议，但频道长时间下架给双方造成的负面影响已经显现。由于新赛季的美国职业 ...

Core Insights - The article highlights the successful integration of entertainment and e-commerce during the JD 618 shopping festival, emphasizing the innovative marketing strategies that engage consumers and enhance brand visibility [1][2][5]. Group 1: Event Overview - JD 618 shopping festival partnered with Hunan TV and Mango TV to create the "Happy Night" event, focusing on entertainment marketing and interactive experiences [1][2]. - The event achieved over 6.6 billion exposures across platforms, with Mango TV's viewership exceeding 100 million within three days [2][13]. Group 2: Marketing Strategies - The collaboration established a comprehensive marketing ecosystem that spans television, video platforms, and social media, creating a closed-loop from content promotion to traffic conversion [2][5]. - A dual cooperation model was introduced, offering "title sponsorship" and "industry sponsorship" to provide differentiated exposure opportunities for brands [2]. Group 3: Target Audience Engagement - The event targeted Gen Z consumers through the "Youth Star Creation Plan," integrating a talent show to connect entertainment with commercial scenarios [3][16]. - Interactive game segments were designed to enhance viewer engagement and create visually appealing promotional content, leading to significant customer growth for participating brands [3][13]. Group 4: Innovative Consumption Experiences - JD's food delivery service played a crucial role, featuring customized shows that combined performance art with food delivery, enhancing user experience and creating new marketing opportunities [4][17]. - The event utilized digital tools for pre-event promotion and real-time engagement, maintaining audience interest through behind-the-scenes content [4][5]. Group 5: Content and Commerce Integration - The event exemplified the "content equals consumption" philosophy, with seamless brand integration into entertainment segments, facilitating immediate sales conversions [5][6]. - JD's resource integration strategy effectively shortened consumer decision-making processes, as evidenced by significant sales performance metrics from previous events [5][13]. Group 6: Long-term Brand Value - The "Happy Night" event has evolved into a standalone cultural symbol, promoting the concept of "happy economy" and transforming shopping into an emotional experience [6][13]. - The cross-industry collaboration is redefining e-commerce marketing boundaries, showcasing a replicable model for integrating cultural events with commercial activities [6].