Disney suggests selling TV assets. But 'who wants to buy a linear TV business?'

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Disney CEO Bob Iger (DIS) said Thursday he would take an "expansive" look at the entertainment giant's traditional TV assets, signaling the potential for strategic options that could include a sale.

The problem? Analysts have questioned who a potential buyer would be given the secular declines in linear television networks amid escalating cord-cutting trends.

"Every media company is facing cord-cutting, shifts of television advertising to connected TVs and other platforms," Rich Greenfield, media and technology analyst at LightShed Partners, told Yahoo Finance Live. "The linear TV business is just under a lot of pressure, and investors are already asking me, 'Well, who are they selling it to?' 'Who wants to buy a linear TV business?'"

Iger, who made the comments in a lengthy interview with CNBC on Thursday morning, a day after the company announced it will be extending his contract through 2026, admitted the current distribution model is "definitely broken."

He explained Disney's linear TV assets, which include broadcast network ABC and cable channels FX, Freeform, and National Geographic, "may not be core" to its strategy any longer.

"That's what's really challenging," Greenfield noted. "It's one thing to say you want to get rid of ABC or get rid of FX. But who exactly is the buyer of those businesses? I don't have a great answer for that."

Photo by: Dennis Van Tine/STAR MAX/IPx3/13/17Bob Iger at the premiere of
Photo by: Dennis Van Tine/STAR MAX/IPx3/13/17Bob Iger at the premiere of "Beauty And The Beast" in New York City. · Star Max/IPx

Bank of America analyst Jessica Reif Ehrlich — who has a Buy rating on the stock and a $135 price target — added there are still longer-term questions regarding a sale, although she is encouraged by Disney's "best in class" brands and "very strong" executive team.

"While it is unclear what partners/structure these assets will ultimately find as Disney reassembles its business mix, it remains to be seen what the implications will be of these transformative actions on the longer-term earnings power and growth trajectory," she wrote in a note on Friday.

Other industry watchers said a possible asset sale is likely necessary to protect the business' future— but only with the right buyer.

"We agree that asset sales are a good idea, but our best advice would be to sell all (or all the content assets) of DIS to AAPL, AMZN, or another company that never needs to make money from creating content," Needham analyst Laura Martin wrote in a note to clients on Friday morning. "If they don't sell, DIS will be competing against those companies in an industry with deteriorating economics (because they never need to make money from content), we believe."