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Bringing mobile games front and centre in new mobile entertainment portal

Barcelona, 11th February 2008 - Today, at the 2008 3GSM World Mobile Congress, The Walt Disney Internet Group (WDIG) unveiled its new ad-supported Disney.co.uk portal for mobile devices. Already the number one ad-supported UK, US and pan-European online entertainment destination for families, this new portal brings the Disney digital entertainment experience to the mobile world.

In line with Disney's philosophy of providing guests with the most compelling content anytime, anywhere, the portal is available to anyone with a WAP-enabled mobile handset and can be accessed either by texting "Disney" to 83335 or by entering www.disney.co.uk into a mobile handset browser. Disney is also working with mobile operators to make it accessible directly through operator branded portals, already a significant distribution route for Disney's mobile content.

Guests using Disney.co.uk online have increasingly demonstrated that games are in great demand. To address this demand, WDIG has incorporated into the new mobile portal Disney Arcade with up to 60 games to play, many of which (such as Pirates of the Caribbean) will be provided free of charge (subject to network data charges). Guests can also interact with and experience areas dedicated to Movies, Music, TV and Community. Disney franchises such as Hannah Montana (a variety of quizzes, real tones and pictures to download) and Pirates of the Caribbean (a mobile game, real tones and logos) are well represented across the portal.

Additionally the portal will have a distinct editorial style; give guests the chance to build and communicate with communities of their existing friends; and customize the site to their own tastes - all in an environment that has been built with safety in mind.

Commenting on the launch, Cindy Rose, Senior Vice President & Managing Director, WDIG, Europe, Middle East & Africa, said: "The launch of Disney.co.uk mobile epitomizes our strategy of bringing Disney to families anytime and anywhere. Now guests can access the best of Disney in the palm of their hands while they are on the move."

"Disney is uniquely positioned to provide this type of service because our customers engage not only with our extensive range of entertainment experiences, but with our brand itself - which is trusted to deliver high quality family entertainment. Whether you want to see a trailer from our latest film National Treasure: Book of Secrets, find out when the next episode of Phineas and Ferb appears on the Disney Channel or play a mobile game, Disney.co.uk online or mobile is the place to do it."

Mobile internet is experiencing a significant growth phase precipitated by the emergence of 3G handsets and flat rate data tariffs. Disney.co.uk aims to capture the growing number of mobile internet users. Disney.co.uk mobile will evolve seamlessly to provide guests with integrated cross platform services alongside its online sister sites and with the growing portfolio of Disney virtual worlds such as Pirates of the Caribbean and Club Penguin.

Featuring innovative mobile 'jump' navigation, guests can move instantly from Movies to Games to Music to TV to Community by pressing a single button on the home screen.

The launch of Disney.co.uk mobile follows the successful launch of Disney.co.uk online, which has experienced more than a doubling of usage and a significant growth in market share since the introduction of the new design and features in December 2007.

About Walt Disney Internet Group

The Walt Disney Internet Group (WDIG) offers a compelling mix of interactive entertainment and informational content and services for Internet and mobile devices for audiences around the world. WDIG is both a developer of unique new media experiences specifically designed for Internet and mobile media and a developer of new platforms for distributing content selected from broad, existing entertainment divisions and libraries of The Walt Disney Company (NYSE: DIS). With a portfolio of products and services designed with quality and guest safety in mind, WDIG's integration of Disney's unmatched breadth of content with a best-practices approach to Internet and mobile technology drives multiple revenue streams from premium content offerings, advertising and ecommerce. WDIG's suite of properties includes Disney.com, Family.com, Movies.com and mDisney mobile entertainment. WDIG is an industry leader in online virtual worlds for kids and families, with offerings including Disney's Club Penguin, Disney's Toontown Online and the upcoming Pirates of the Caribbean Online and Disney Fairies. WDIG, which is headquartered in North Hollywood, Calif., has operations in Asia-Pacific, Europe and across the Americas.

In Europe, it operates 14 local Disney websites as well as Toontown Online, the world's first massive multi-player online game for kids and families. In addition, WDIG develops interactive TV games which are available on Sky Gamestart in the UK and on Sky Italia in Italy. Through relationships with the majority of Europe's mobile operators, WDIG produces and distributes Disney-branded mobile games, personalisation, and made for mobile video content and services.


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