Disney.com, the marquee homepage for Walt Disney (NYSE: DIS) Company, is being remade again, a year after its relaunch: The changes will be rolled out over the next few months and will include more free video on the site (including full-length movies like Finding Nemo), more games and mobile content tools and services, reports NYT.

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Instead of focusing on Disney products like movies, TV and live events, it will focus on entertainment services like “Games,” “Videos” and “Characters” and will emphasize how to find immediate entertainment, the company says. This retooling comes about a year after Disney made a big deal about its Disney.com relaunch, starting with Bob Iger’s keynote at CES in 2007.

Staci adds: The 2007 relaunch was a massive overhaul, in effect, creating a completely new online space. We haven’t seen the proposed changes yet but Disney’s position is that this shouldn’t be seen as a complete overhaul or as any kind of rescue effort but as an evolution based on what the company has learned since the relaunch early last year. (In fact, the NYT’s own description of the changes shifted a bit between the time Rafat posted and now—dropping the word “major” and the suggestion that Disney.com is losing ground to competitors while emphasizing a remake.) The site actually has been evolving all along, in part because some elements weren’t introduced at launch, but also as social networking and gaming increased—and, as is often the case with redesigns, because it didn’t always work as planned. But this does represent a significant and needed shift in the pitch of the site and the way it can be used, especially the navigation and the way Disney Online appeals to different age groups.

And, as Rafat mentioned above, entertainment is being pumped up. Until this month, the longest-form videos on Disney.com were full episodes from the Disney Channel. Disney spokesman John Spelich says the company is pleased with the site’s post-relaunch performance “and we’re taking the learnings from that launch to place an even greater focus on easy access to entertainment for kids and families.” Push entertainment instead of one-stop shopping info about a company, and the target audiences might come back more often and stay longer.

Even before the biggest changes, Disney Online already is reaping some rewards from the increased video content. We have access to some of the first internal stats (Hitbox) from Disney.com’s participation in this week’s premiere of the very buzzy High School Musical wannabe Camp Rock. Monday, July 23, the Camp Rock supersite drew more than 700,000 unique visitors. During the first 24 hours of Camp Rock, the Disney Network’s traffic jumped 33 percent. The Camp Rock player page on teen-aimed Disney.com XD drew 522,420 unique visitors. Of course, the trick is keeping kids engaged between special events.

I also asked for some sense of how Disney.com has done since the 2007 relaunch. Some examples provided by WDIG:

—From March 2007, the first full month for the new Disney.com, to March 2008, time spent on the site increased 69 percent, the monthly visitor average rose 35 percent, and total visits were up 83 percent. (According to comScore Media Metrix via NYT,  monthly unique visitors to Disney.com are up by about 40 percent, with the site ranking first among children and family sites in May with 28.4 million unique visitors.)

—Disney.com gets more than 2 million registrations a month, driven primarily by the launch of DXD, virtual worlds and games

—Disney.com averages more than 150 million video starts every month. (Autoplay could skew that number.)

—Disney.com averages more than 60 million game starts every month.

While the stats show progress, they also illustrate why more change is needed and why Disney is treating Disney.com less like a trailer channel when it comes to video and more like another major media platform. WDIG president Steve Wadsworth told the NYT the big remake turned out to be too modest: “Our initial instincts were right. We just need to take it much further.” With increased competition from all sides, the right instincts won’t be enough. Delivery is what matters.