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Ter’rece Walker
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MTV Tr3́s (http://www.mtvtr3s.com) is in 6.2 million Hispanic TV households and 31.9 million total TV households, making it the most-widely distributed TV network dedicated to superserving today’s bicultural Latino youth. MTV Tr3́s programming is rooted in the fusion of American and Latino music, cultures, lifestyles and languages. Music programming is at the core of MTV Tr3́s and the channel features hitmakers, emerging artists and new sounds that resonate with young U.S. Latinos. In addition to music programming, MTV Tr3́s’ programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate U.S. Latino’s hybrid identity and culture.
MTV Tr3́s programming combines original productions and young people’s favorite fare from the extensive MTV library customized for the U.S. Latino audience. MTV’s mega hits “My Super Sixteen,” and “Pimp My Ride” are customized for the MTV Tr3́s airwaves in “Quiero Mis Quinces,” an inside look at the over-the-top coming of age quinceñera parties that are a Latin American tradition, and “Pimpeando,” where hosts Luis and Mad Mike focus on the latest Latino car culture. The channel’s signature show is “Mi TRL,” hosted by MTV Tr3́s VJs Carlos Santos from the MTV’s studio in Times Square.
MTV Tr3́s, which launched on September 25, 2006, has a 24-hour schedule that is all about high-quality, MTV-style programming that showcases the biggest names and hits popular among young U.S. Latinos…everyone from Daddy Yankee to Beyoncé, Black Eyed Peas to Maná. Superstars Jennifer Lopez, Alejandro Sanz, Nelly Furtado and Ricky Martin were among the first to select MTV Tr3́s for various World Premieres. MTV Tr3́s also feature new artists such as Allison, Tres Coronas, Jeannie Ortega, Calle 13, Jeremias, and Mario Vasquez.
MTV Tr3́s programming blocks, specials, concerts, video countdowns and artist’s picks feature everything from rock to reggaeton, alternative to dance, punk to pop and give Latino youth a channel that reflects them, their diverse taste in music and their favorite Latino and American artists. The network’s commitment to showcase established artists, provide a platform for a new generation of Latino artists and introduce new genres of music are evident in programs such as “Artist of the Month,” “Descubre & Download,” “Sucker Free Latino” and “Indie 101.”
Digital-based programming that allows viewers to interact with their favorite artists and with each is also central to the MTV Tr3́s programming slate. “TXTO” and “UrbTXTO” invite viewers to use SMS for shout outs and dedications. Other programming with interactive features includes “Hachetetepe,” “Efe o Efe,” “Videolucha,” and “6 Degrees.”
Through it’s “VOCES” pro-social education campaign and “Tr3s.docs” MTV Tr3́s also examines the issues most important and relevant to young Latinos living in the U.S.
MTV Tr3́s deploys a hybrid distribution model utilizing broadcast, cable, and satellite, mobile and broadband that allows the channel to reach the greatest number of 12 – 34 year-old bicultural U.S. Latinos, a demo group expected to contribute 73% of the country’s total P12-34 growth between 2001 and 2010. The network currently reaches 28.1 Million Total HHs and 5.2 Million Hispanic TV HHs (Source: Nielsen Television Index, January 2007).
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world’s leading creators of programming and content across all media platforms. MTV Networks, with more than 100 channels worldwide, owns and operates the following television programming services – MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 95 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.
For more on MTV Tr3́s visit mtvtr3s.com.
08.18.08 “KARLIFORNIA” BACK WITH MORE ON BEING A YOUNG LATINA IN L.A.
08.05.08 HIGH FASHION AND HOT LATIN MUSIC ON MTV TR3́S FASHIONISTA
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