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myself working for MTV and my brother in law works for Disney we both are quite aware of what each other's corporates are doing.
MTV made a foray into phones and beepers a few years ago. I'm surprised that it took Disney this long. Both media giants are fighting for brand loyalty for future customers, but the funny thing that both companies know is that the consumer is quite fickle and changes at the drop of a hat. A company has the chance to lose a customer during the demographic shift, which is one of the reasons that MTV's model is a bit more successful since there's a place for them to fall into once they move out of the MTV demographic.
Both companies use these types of things to gather up press releases and a small customer base here and there.
Fortunately for my sister who's a big Disney fan is that her husband works there so she gets plenty of Disney stuff at little to no cost. Will she have a phone? Maybe...
Me? i have a 4 year old Nokia phone that I'm not really interested in upgrading until it drops dead.
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