Liberman Broadcasting personality Don Cheto has recorded ringtones to be sold via AT&T. The series of voicetones, in which the radio and TV host pleads with the phone's owner to answer by way of various humorous riffs, was conceived by mobile entertainment company Agave.

The tones are to be promoted by Don Cheto via a shortcode on his radio show, which is heard in Los Angeles, Houston, Dallas and Riverside-San Bernardino.

The idea, says Agave Mobile CEO Grant Goad, is to start with between five and 10 voicetones in the coming weeks and then add more on a regular basis. "He is the perfect celebrity for that because he's funny and he's got a bilingual fan base," says Goad.