After a six-month test in four markets, ABC Radio Networks is moving forward with a national rollout of Radio Disney, described as a live, music-intensive radio service aimed at kids under 12.
Concept for the high-energy, family-oriented format debuted Nov. 18 on AM stations in Atlanta, Salt Lake City, Minneapolis and Birmingham, Ala. Research in the four markets confirmed a positive response from children and parents alike, according to ABC Radio.
The format features a Top 40 playlist of songs, from pop to novelty oldies to TV and movie soundtracks as well as kids tunes. It’s augmented by short-form features for kids from ABC News and ESPN and a preschool format during school hours.
ABC Radio Networks prexy David Kantor said his company has “always believed in children’s radio, and the returns on the test were even greater than we imagined. The response from the kids and their parents was matched by the interest of the advertisers and the radio industry.”