Vivendi Entertainment has partnered with DIC Entertainment Corp. to make the children's media company's programs available to consumers via mobile.

DIC will let kids see full-length episodes on their mobile phones. This partnership will also result in the launch of mobile site with DIC content and ringtones, video ringtones and wallpapers centered around company brands such as Inspector Gadget, Madeline, Horseland, Dino Squad, Liberty's Kids, Sonic The Hedgehog, Super Mario Bros and The Littles. Mobile TV will be linked to the content site.

"Our audience is young and tech-savvy," said Frederic Soulie, vice president of interactive and new media at DIC, Burbank, CA. "Very often, they are early adopters of new technology. Having our content available on cell phones, iPods or other mobile devices is key for DIC to continue to grow and expand our audience. We need to reach our users where they are by ways that are very natural to them."

With this deal, Vivendi will make DIC's programming available for downloading through download providers, wireless carriers and in-home device manufacturers.

Vivendi, a Paris, France-based media and entertainment giant, offers producers and independent studios distribution services including theatrical releasing, home entertainment, digital delivery and TV.

DIC is a global brand management company involved in creating, developing, producing, distributing, marketing and merchandising family-based content.

"Kids will be able to watch full-length episodes on their cell phone," Mr. Soulie said of the Vivendi deal. "We're also pursuing ringtones, video ringtones, wallpapers and other personalization avenues.

"We believe our content is perfect for parents on the go who can lend their phones to their kids to watch our shows," he said. "We like to use the example of parents in a car, downloading an episode so their kids can enjoy some entertainment while in traffic."