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Taking over in 1984 as chairman-CEO of Walt Disney Productions, Eisner, a former ABC programming chief and Paramount
Pictures executive, revitalized and expanded
to mega-status Disney's motion picture production, theme park and
merchandising activities. He renewed and expanded Disney product merchandising; spread Disney's family amusement
park reach to Europe, Japan and South America; moved Disney onto Broadway and into cable, vacation-business
travel-destination packaging, arcades and Internet marketing; and engineered the ABC-Disney merger. Committed to
promotion, marketing and advertising, Eisner led Disney to new heights as a major cultural force and multimedia
powerhouse.
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