L.A., Phoenix Deal for MTV Tr3s
By Mike Reynolds -- Multichannel News, 11/26/2006 7:01:00 PM
MTV Tr3s inked a distribution pact with Bela Broadcasting giving the Latino-targeted youth and music service carriage on full-power broadcast stations in Los Angeles and Phoenix beginning Monday.
The affiliation agreement, terms of which were not disclosed, will place MTV Tr3s on KBEH in Los Angeles, a station reaching about 94% coverage of the nation’s No. 1 Hispanic market, said Lucia Ballas-Traynor, senior vice president and general manager of MTV Tr3s. The network also has a pact with Time Warner Cable, Charter Communications and Cox Communications in the Los Angeles area.
She added that distribution on Bela’s KMOH-TV and KEJR-LP extends the network’s coverage to a similar level in Phoenix, where the service is also carried by Cox.
In both markets, MTV Tr3s -- which is deploying a hybrid distribution strategy that also includes cable, satellite, broadband and Internet-protocol-TV delivery -- will air on those stations for 18 hours.
Ballas-Traynor said the Bela deal boosts MTV Tr3s’ chances of attaining its goal of reaching 50% of the 11.2 million Latino TV households in this country by year-end or early in 2007.
The network -- which is now in all of the top 50 Hispanic DMAs -- is carried by 32 broadcast stations in 19 markets and also has affiliates contracts with Comcast, DirecTV and EchoStar Communications’ Dish Network, among others.
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