Radio Disney, a leading radio network for kids, tweens and families, debuted a Radio Disney Mobile Web site and texting program as part of a renewed, company-wide foray into mobile.

The mobile effort was done in collaboration with mDisney, which is a part of the Walt Disney Internet Group. The idea is to leverage Disney's content on the mobile channel.

"With over 40 percent of tweens in the U.S. having mobile phones, it is important for Radio Disney to provide a mobile touch-point for our core audience," said Michael Peterson, executive director of digital distribution at Radio Disney, in a statement from Burbank, CA.

The Radio Disney mobile site will let Web-enabled mobile phone users listen to Radio Disney, see the last 10 songs played on Radio Disney and find local Radio Disney stations.

Mobile consumers can also send shout-outs, request songs, view Radio Disney's Top 30 and participate in Radio Disney polls.

"This site is one of the first of what will be a long lineup of compelling mobile Web sites built around key Disney franchises and content offerings," said Larry Shapiro, executive vice president of mDisney, in a statement.

The texting program will let consumers text to Radio Disney's short code 347639 (DISNEY) using various terms for different functions.

For example, texting RADIO will let them visit the Radio Disney mobile site, SHOUT will enable them to send a shout-out and LISTEN will let them listen to Radio Disney.

Also, REQUEST will allow them to request a song and TOP30 will give access to the top 30 songs currently playing on Radio Disney.

Disney encourages listeners to check with a parent before texting. Standard messaging and data fees may apply.

Calls to Disney were not returned at deadline time.

Radio ga-ga
Radio Disney lets kids pick the music that is played on the 24-hour network. Listeners are encouraged to contact the brand through a toll-free phone line to the Radio Disney studio.

The network's current playlist includes artists such as Miley Cyrus, Jonas Brothers, Corbin Bleu, Aly & AJ, Chris Brown, The Cheetah Girls, Colbie Caillat, Carrie Underwood, Taylor Swift and Jordin Sparks.

Radio Disney is available on 50 terrestrial radio stations covering 97 percent of the United States. The network is also available on http://www.radiodisney.com, XM and Sirius satellite radio, XM/DirecTV, iTunes Radio Tuner and now on Web-enabled mobile phones.

MDisney publishes Disney-branded mobile games, graphics and tones based on Disney characters and franchises such as "Hannah Montana," "Pirates of the Caribbean," "Disney Fairies" and "High School Musical." This content is available through all major North American wireless carriers.

The mDisney unit recently introduced a mobile Web site that lets consumers access Disney content on their mobile phones. The site is reached by texting MOBILE to the short code 347639. It will soon be connected to Disney.com, one of the most popular content sites for kids.

Disney's move to take Radio Disney mobile comes seven months after the company shut down Disney Mobile, a mobile virtual network operator. The MVNO relied on another carrier's network to offer mobile phone service to families with kids. But there wasn't enough subscriber business for Disney Mobile to continue.

Now, with the channel taking off, Disney is taking another look at mobile, but sticking to leveraging content generated from its movie, broadcast, merchandising and publishing units.

"The Radio Disney Mobile Web site and texting program provides our listeners a new way to interact with Radio Disney wherever and whenever they want," Mr. Peterson said in the statement.