MTV Puerto Rico Beefs Up

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MTV is showing its Puerto Rican pride.

MTV Puerto Rico said it will boost its programming day to 20 hours (6 p.m.-2 p.m.) from 12 (6 p.m.-6 a.m.); unveil a new studio and new VJs; establish original programming, including regular tapings of MTV Puerto Rico Unplugged; and premiere special programming tied to Showtime’s Usher concert March 5.

The extra programming hours are being established with LIN Television Corp., one of the island’s largest local broadcasters.

“Puerto Rican youth have a tremendous appetite for music,” MTV senior vice president of business development and strategy Tony Dunaif said in a prepared statement. “With Puerto Rico having such a rich musical heritage and strong cultural diversity, we’re really excited about the opportunity to reach this market and explore its incredible local music talent.”

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