Viacom-owned MTV Tr3s wants
its viewers to know that it has more to offer.
The network this week said it
will change its name to Tr3s: MTV, Musica y Mas, to reflect the availability of
additional content and a wider audience reach.
The network also confirmed it
will operate under the purview of Miami-based MTV Networks International, led
by Sofia Ioannou, the managing director of MTVN Latin America & Canada. Jose
Tillan, also based in Miami, will remain as executive vice president and general
manager of Tr3s.
"We have been going through
some changes in the last three years, and we realized the market has evolved,
and what we were offering our viewers was good, but they wanted more," says
Tillan, who explains the new name reflects a "new programming offer" that can
be divided into three areas: MTV, Latin Music and Mas (more programs that
encourage co-viewing among family members).
Tr3s: MTV, Musica y Mas, which
currently reaches about 7.4 million Hispanic households, will still target 12-to-34-year-old
viewers, but will include more programming aimed at the older end of that demographuc.
The realignment is also expected to tap into further synergies with MTV Latin
"Of course, we want to build
synergies, but these synergies have to make sense," said Ioannou, who takes on
a bigger role as managing director of MTVN Latin America & Canada to
include U.S. Hispanic. "We continue our dialogue with clients and advertisers
to see where they want to take their brand; whether they want only U.S.
Hispanics or [to] look for a wider reach."
Both Ioannou and Tillan
traveled this week to New York City for a formal upfront presentation May 19 to
showcase the new programming. As of deadline, the new logo was also set for an
unveiling at that event.
New programming is expected to
kick off July 12 -- the day after the World Cup final -- and will feature such
acquisitions as The George Lopez Show,
The Brothers Garcia and Mexican wrestling show Lucha Libre: USA Masked Warriors. Returning shows include Mind of Mencia, Quiero Mis Quinces and Quiero
Mi Boda, among others.
and music videos will still comprise about 70% of Tr3s' lineup, but more
originals and acquisitions are expected, network officials said.
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