MTV Tr3s Leader Ballas-Traynor Leaves For Time Inc.

GM Of Bicultural Youth Network Named Publisher Of People En Espanol

By Mike Reynolds -- Multichannel News, 7/24/2008 3:22:00 PM

MTV Tr3s will have a new leader.

Lucia Ballas-Traynor, who has led the network aimed at the bicultural Latino youth community since 2005, has been named publisher of People en Espanol.

Ballas-Traynor, who has been serving as senior vice president, general manager of the network, which was rebranded from MTV Espanol in September 2006, will start her new gig on Aug. 18.

It was unclear who will be leading the network going forward but the network will soon begin a search for Ballas-Traynor's replacement.

“We’re sorry to see Lucia go, but wish her the best,” Van Toffler, president of MTV Networks’ Music and Logo Group, said in a statement. She did an incredible job leading and building MTV Tr3s into the most widely distributed TV network dedicated to today’s bicultural Latino youth.”

“The MTV Tr3s team will continue to maintain that leadership position and we’ll quickly be searching for a new GM to take the network to new heights.”

Under Ballas-Traynor’s tutelage, MTV Tr3s has pursued a hybrid distribution strategy, one that not only included carriage on cable, distribution and telco TV companies, but a presence on broadcast via low- and full-power stations. Since 2005, the network has increased the number of Hispanic households from 2.8 million to 6.4 million, 55% of that 11.7 million-home universe. MTV Tr3s currently counts 34 million subscribers in total.

“Lucia is an industry leader in Hispanic media and marketing,” said Time Inc. Entertainment Group president Paul Caine in a statement. “With her tenure and experience, she brings a tremendous understanding of building audiences and mega-brands. With People en Español in its 12th year, we’re looking to capitalize on Lucia’s in-depth knowledge as we continue to grow the PESP franchise.”