Mouse House Calling: Radio Disney Goes Mobile

Radio Disney's letting its listeners' fingers do the walking.

The Disney radio network, available to 97% of the US, this week launched a Radio Disney Mobile website and text messaging program that enables listeners to listen to Radio Disney, request a song, or send a shout out by sending an SMS message to the shortcode 347639 (DISNEY).

They can also access Disney's mobile site and a listing of the top 30 songs currently playing.

This is a natural for Radio Disney, with its 27-million cell phone-toting 'tween listeners.

But Disney's not alone. In BRANDING UNBOUND the book, I look at how many radio stations and networks have long used mobile to create listener interaction and responsiveness, as well as to facilitate promotions and contests.

Still, people pay attention to anything Disney does in the mobile space. Despite recent setbacks like its failed U.S. MVNO, Disney's still a digital leader.

And this is just another way its keeping up with its increasingly mobile audience.

Read all about it, here.

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