MTV Tr3s Doubles Base To 6.2M Hispanic Homes

Hyrbrid Distribution Format Pushes Relaunched Service Into More Than Half Of Latino Households

By Mike Reynolds -- Multichannel News, 9/17/2007 10:55:00 AM

Officials at MTV Tr3s have something to celebrate as the network approaches its first anniversary: its subscriber base has more than doubled and now reaches more than 50% of U.S. Hispanic households.

Taking aim at bicultural Hispanics aged 12 to 34, MTV Tr3s relaunched Sept. 27, 2006 from MTV en Espanol, which largely had been a Latino-targeted music service. At that stage, the channel’s forebear counted some 2.8 million U.S. Latino homes.

Today, MTV Tr3s is now in some 6.2 million Hispanic TV and 31.9 million total TV household overall. The former figure represents 51.2% of the total Hispanic TV household universe, according to Nielsen Media Research estimates.

Relying on a hybrid distribution format, MTV Tr3s has affiliate contracts with Comcast Corp., Cablevision Systems Corp., Charter Communications Corp., Time Warner Cable, DirecTV and EchoStar Communications Corp.’s Dish Latino service. Moreover, the network also has a growing broadcast presence, which began with 10 low-power broadcast stations and now includes full- power stations in Los Angeles, the largest Hispanic DMA in the country, and in Phoenix, plus 28 other stations in markets such as New York and Chicago. 

The service is also available on AT&T U-verse and Verizon FIOS. 

“MTV Tr3ìs’ critical reach allows us to amplify the voice of a new generation of Latinos and redefine the way young Latinos and Latino pop culture is portrayed,” said Lucia Ballas-Traynor, senior vice president and general manager of MTV Tr3ìs, in a statement. “Our hybrid distribution strategy allows MTV Tr3ìs to create strong community presence and reach our young target in the neighborhoods and homes where they live and where their Hispanic identity is the closest and purest,”