Launched during the pandemic with a playbook to shoot $150 million-plus seasons with no pilots, the Disney unit is undergoing growing pains and seeing the logic of "traditional TV culture."

Disney is apparently (re)discovering that they need to treat TV shows like…TV shows.

The studio also plans on having full-time TV execs, rather than having executives straddle both television and film.

“We need executives that are dedicated to this medium, that are going to focus on streaming, focus on television,” says Winderbaum, “because they are two different forms.”

It also is revamping its development process. Showrunners will write pilots and show bibles. The days of Marvel shooting an entire series, from She-Hulk to Secret Invasion, then looking at what’s working and what’s not, are done.