Radio Disney is offering ad-supported podcast content in an attempt to reach 6-to-14-year-olds when they're not listening to the radio, reports AdAge. The podcasts started with time-shifted content from the network, but now feature original material. Videogame maker THQ is among the first marketers to make a buy, and the ad insertions start in June. Radio Disney says there have been about 170,000 downloads of its podcasts, which so far haven't included ads.

Because Radio Disney listeners were already coming to the website looking for more content, the idea of selling podcasts to Disney's advertisers isn't a difficult proposition, according to Jean-Paul Colaco, president and general manager of Radio Disney Worldwide.