Tr3s a Charm for MTVN?


MTV Tr3s is in, MTV en Español is out

MTV Networks Monday officially relaunched its Latino-targeted music service, which had largely been a video jukebox and instead gave rise to Tr3s, which is taking aim at Hispanics aged 12-34.

This youthful group resides in what general manager Lucia Ballas-Traynor called a “unique hybrid world melded between Latino and U.S. lifestyles.”

Ballas-Traynor -- speaking at party celebrating the debut of Tr3s at MTVN’s offices in New York Monday afternoon -- said the network is aimed at these young people whom she referred to as “gatekeepers and key influencers in their homes and communities.”

The network will offer a mix of bilingual fare, including a heavy emphasis on music videos, spanning genres from pop, urban and rock, plus long-form music shows, lifestyle series and documentaries. Latino versions of MTV favorites like TRL (MiTRL) and Pimp My Ride (Pimpeando) are part of the Tr3s lineup

The network currently counts some 2.8 million Hispanic TV households, according to Nielsen Media Research, about 25% of the Latino universe in the U.S.

MTV Tr3s officials expect that count to jump to about 5.67 million homes, or one-half of the universe, by the end of October, with the network adding more affiliates that will extend its reach to 6.1 million Latino households, or 55% of that community, by year’s end.