José Tillán has been tapped to head MTV Tr3s.
Tillán, who was senior vice president of content and creative for MTV/VH1 Latin America, has been named general manager-executive vice president of MTV's Spanish-language service in the States. He succeeds Lucia Ballas-Traynor, who led the network aimed at the bicultural Latino youth community since 2005, before being named publisher of People en Espanol last July.
In his new position, Tillán will work closely with the MTV Tr3s team to continue building premiere destinations for Latino audiences living in the United States. He will oversee all aspects of the business, including the overall content strategy of the channel and the development of branded entertainment.
Tillán also will remain involved with the MTV and VH1 networks in Latin America and will serve as executive producer of Los Premios MTV 2009, reporting to Sofia Ioannou, managing director of MTV Networks Latin America.
As head of content and creative, Tillán was instrumental in the regionalization of MTVN Latin America, which included establishing creative and production centers in Buenos Aires to service both Latin America and other MTVN channels around the world.
"José's impressive knowledge of the audience, his business acumen and passion for music make him the perfect person to lead the creative and strategic direction of MTV Tr3s moving forward," said Stephen Friedman, general manager of MTV, in a statement. "He will help us transform Tr3s and MTV in partnership with our trendsetting Latino audience."
Noted Tillán:"I am very happy to join MTV Tr3s and be a part of the MTV Familia! The duality of growing up as a Latino in the United States combined with my broad music background makes this an incredibly exciting opportunity. The network will continue to further its commitment to be the home for young Latinos in the United States with a well balanced mix of long-form content and music."
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