Latino youth entertainment channel MTV Tr3s announced a revamp of its programming lineup at its upfront presentation on May 19, showcasing a primetime slate with more original productions and programs designed to appeal to a wider swath of its 12-34 demo.

Now calling itself "Tr3s: MTV, Musica y Mas," the channel will add "The George Lopez Show," "Lucha Libre: USA Masked Warriors," "Mis Videos Locos with Paul Rodriguez" and Nickelodeon shows "Drake & Josh" and "The Brothers Garcia," in addition to telenovelas "Juegos Prohibidos" and "NiƱas Mal."

The new lineup begins airing July 12.

While Jose Tillan will continue to serve as GM and executive VP of the three-and-a-half-year old channel, two top execs from MTV Latin America will add Tr3s to their responsibilities: Sofia Ioannou, MD of MTVN Latin America and Canada, and John Mafoutsis, senior VP of brand solutions for MTVN Latin America and Canada.

Both MTV Tr3s and its competitor, NBC Universal's mun2, have been adding a lot more non-music programs -- particularly sports and novelas -- to their lineups in an effort to pin down the elusive tastes of their young bicultural audiences. Convincing advertisers of the spending power of the Latino youth demo was another early challenge, former MTV Tr3s senior VP/GM Lucia Ballas-Traynor told Billboard in 2007.

According to a statement announcing its new lineup, Tr3s hopes it will "drive co-viewing among teens and their parents."

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