What is the sentiment of this news? Please choose an answer from {strong negative/moderately negative/mildly negative/neutral/mildly positive/moderately positive/strong positive}.
Text: Walt Disney Co.  DIS, -0.31% is exploring a membership program that could offer discounts or special perks to encourage customers to spend more on its streaming services, theme parks, resorts and merchandise, according to people familiar with the discussions.
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