Disney's the latest big(media)co to launch a niche site embedded with all sorts of Disney service and promotions for entertainment and products.

This time, Disney's going after parents--moms, in particular--with Disney Family, a community-focused service helmed by Emily Smith that will offer info and resources, along with blog and link directories, user profiles and lots of content created by the audience. A wiki-pedia is planned with user-generated content along the lines of Yahoo Answers focusing on questions like "How can I get my kid to sleep through the night?"

Businessweek has a quote from Paul Yanover, Disney exec, saying: "This audience doesn't want to hook, up. It wants to find others who can say I've been through this as well."

I am betting the Disney brand--plus the attention paid to what Mom's want--and their inclusion as bloggers on the site--will give this one good lift-off and numbers right from the get go.