Radio Disney Mobilizes
(News | Source: MediaWeek)
Radio Disney has obtained a new mobile Web site and texting program. Developed by mDisney, part of the Walt Disney Internet Group, the new site allows users with Web-enabled phones to receive Radio Disney information, listen to streaming content, view the last 10 songs played on the station, request songs, take polls, and send shout-outs.
The texting program allows users to interact with Radio Disney via 347639 (DISNEY) sent through a user’s text-messaging system. Users can text Radio (for the mobile Web site), shout (to send a shout out), listen (to listen to Radio Disney), request (to request a song) and top30 (to see a list of the top 30 songs played on Radio Disney) to 347639.
Michael Peterson, executive director of digital distribution for Radio Disney gave some insight as to the new site and texting program: “With over 40 percent of ‘tweens in the U.S. having mobile phones, it is important for Radio Disney to provide a mobile touchpoint for our core audience.”
The Radio Disney site is the first in what is expected to be a long list of mobile Websites built around Disney franchises.
