What the papers say: Disney bid looks for happy ending

Megamergers are returning with style. The latest tale of two giants includes a menagerie of iconic beasties, a mouse named Mickey and a lion destined to be king.

But times have been hard in Disney’s land, and the Comcast shark is moving in for the kill. Alternatively: ‘[It] is about the marriage of content and distribution and the exploitation of brands’ (The Guardian, 12 February).

Unlike typical Disney fare, identifying the good guys was not straightforward. Comcast boss Brian Roberts leads an organisation that promises to return the world of mice and dwarfs to its former glory. Michael Eisner, the current allegedly belligerent keeper, has reputedly let the kingdom fall into disrepair.

The first round went to Mr Roberts: ‘Mogul with a Mouse Trap’ said the Financial Times on the 14 February. Although his ‘audacious’ bid is deemed too low to succeed, analysts welcomed his objective. A ‘perfect combination’, said Merrill Lynch’s Jessica Reif Cohen (The Independent, 15 February). But one battle, of course, is unlikely to win the war.

Analysis conducted by Echo Research from data suplied to PR Week by NewsNow. www.echoresearch.com

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