One way to think about the entertainment industry is as a massive war for attention. Within that war rumbles the battle for at-home video dominance (often itself called a streaming war, which feels a bit like calling the Pacific theater of World War II the Pacific War).

At that battlefront, giants like Netflix and Disney spend boggling amounts of money and rack up mind-numbing debts. On the periphery, several smaller battalions like Tubi and Vudu wield their ad-funded service weapons. And scattered about it all, minor militias scurry in search of a patch to claim their own.

Orby TV thinks it's found one -- starting at about $40 a month compared to more high-priced competitors.

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Kevin Mayer, once widely considered Bob Iger's heir apparent at The Walt Disney company, will become chief executive of TikTok and chief operating officer of ByteDance, TikTok's Beijing-based parent company.

Rebecca Campbell, a 23-year Disney veteran who was most recently president of Disneyland Resort, will replace Mayer as chairman of direct-to-consumer and international, the company reported. Disney also announced that Josh D'Amaro, previously president of Walt Disney World Resort, will become chairman of Disney's parks, experiences and product – the role formerly held by Bob Chapek, who succeeded Iger as Disney chief executive in February.

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Craig Kornblau, now entertainment and media advisor for Alphabet's venture arm, GV (formerly Google Ventures), is familiar with disruption.

As president of home entertainment at Universal Pictures managing revenue over $2 billion, he saw his booming DVD business blow up during the 2008 financial crisis as consumers tightened their spending, having decided that what they wanted from their films was not ownership but access. But that experience showed Kornblau, who began his career at Disney, that adversity also creates opportunity. Out of that sea change emerged the rise of Redbox and Netflix rentals, which, he says, kicked off the modern era of entertainment.

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