Bilingual youth channel MTV Tr3s has partnered with Verizon Wireless to provide broadcasts of some of its TV shows via mobile phones and devices. Starting March 28, some of MTV Tr3s’ most popular programming is now available on Verizon’s V CAST Mobile TV. This includes shows such as Sucker Free Latino, Karlifornia, Quiero Mis Quinces, Pimpeando and Rock Dinner.
MTV Tr3s programming will be promoted on Mtvtr3s.com, MTV Tr3s Radio and on a 40-foot electronic billboard in Times Square. Content available on V Cast Mobile TV will be introduced to mobile viewers in a 30-minute special hosted by MTV Tr3s VJ Karli Henriquez. “V CAST Mobile TV is the perfect partner to help our audience of young Latinos connect to their favorite broadcast-quality shows while on the go,” said Lucia Ballas-Traynor, senior VP and general manager of MTV Tr3s in a statement. But the programming offered on V CAST Mobile TV is not a replica of the network’s linear channel but rather has been customized for mobile users.
Citing data from Forrester Research and the Mobile Marketing Association, MTV said the new partnership makes good business sense: according to such data, Hispanics use mobile phones more than other demographic groups and Latino mobile phone users spend more on mobile services and use more features such as videos and ring tones than their general-market counterparts.
MTV Tr3s joins other MTV Network channels on V CAST, including MTV, Comedy Central and Nickelodeon.