To be relaunched as MTV Tr3s in Q4.
MTV Español will be revamped and relaunched in the fourth quarter of
2006 as MTV Tr3s.
The move was announced April 3 by MTV Music Television president Christina Norman and MTV Tr3s GM Lucía Ballas-Traynor. Ballas-Traynor has been heading MTV Español, MTV's current offering for U.S. Latins (along with VH Uno).
MTV Tr3s will target 12-34 year old bicultural U.S. Latinos and will provide music programming with emphasis on pop, urban and rock. José Tillán will head the channel’s music programming and talent strategy department, adding to his current responsibilities at MTV Networks Latin America. In addition, Lily Neumeyer joins MTV Tr3s as VP of programming and production.
Launch of the new MTV Tr3s will not affect the current operation of MTV’s other Spanish language channel in the United States—VH Uno—which will continue to function as it has been until further notice.
MTV Español currently reaches 3.1 million Hispanic TV homes and 13 million total homes via cable and satellite distribution. As part of the new launch, the channel is working on what Ballas-Traynor called a “hybrid distribution strategy” what will be a combination of cable, satellite and broadcast television.
The term “hybrid” was also used to describe the MTV Tr3s projected audience, many second and third generation Latinos who are bilingual and bicultural. Use of language within the channel will depend directly on content, but subtitles in English will be provided when programming is in Spanish.
The MTV Tr3s announcement comes in the wake of the revamp of Mun2, the Telemundo owned bilingual network.