Disney plans to launch a half-hour TV program based entirely on its branded mobile service to let parents know about the variety of features the service offers; the program will air on ABC Family sometime before November.

The show, or "storymercial," will incorporate viewer-suggested storylines about the phone service, highlighting the features that could help families keep track of their minutes - and keep track of each other, writes BrandWeek (via MediaBuyerPlanner). Footage from the show will also end up in other media such as online, on DVDs and on television commercials.

The infomercial is coming back into vogue thanks to the rise of video sites such as YouTube and the availability of inexpensive bandwidth, which makes it possible to reuse and recycle content. And because retailers are facing mounting pressure to "start selling from day one," long-form advertising is necessary to build online and offline buzz for complex products such as the Disney Mobile service, before they hit the shelves, says Dave Merton, VPfor Meteor and consultant to manufacturers.

However, long form can be disastrous if it is simply a 30-second spot stretched to last a longer time. Rather, it must be exclusive, brand-correct content that makes for great watching, says Doug Garnett, president of Atomic Direct and creator of the successful Drill Doctor long form campaign.