Radio eyes growth via podcasts; Kid-oriented nets see synergy; seek parent trust, ad partners.(Special Report: Kids & Tweens)(Radio Disney)

Advertising Age, March, 2006 by Bannan, Karen J.

Byline: KAREN J. BANNAN

Radio disney's first 10 years have taken it from broadcast to content on satellite radio, cable TV and video-on-demand. Now coming this June: ad-supported podcasts.

In its push to reach 6-to-14-year-olds when they're not listening to the radio, Radio Disney offers content downloadable to MP3 players. The "Radio Disney Now!'' podcasts started with content time-shifted from the network, but now feature material created specifically for podcasting.

From the start, the goal wasn't to create programming solely for radio, says Jean-Paul Colaco, president-general manager of Radio Disney Worldwide. Instead, executives and content creators were developing a brand that could be ported to other media platforms.

"The...

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