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| UPDATED: 2006-04-04 |
 Viacom Updating MTV Hispanic Network 
By: David Utter 2006-04-04 The former MTV Espanol becomes bilingual MTV TR3S, pronounced tres, and should launch in the fourth quarter of 2006. Viacom's (NYSE:VIA.B) MTV Networks recently disclosed their plans to debut MTV TR3S later this year, using a "hybrid cable-satellite-broadcast distribution model employed by other Hispanic-targeted networks such as Univision, Telemundo and Azteca America," AdAge reported. MTV TR3S general manager Lucia Ballas-Traynor wants to gain entry to 5.5 million households, with a focus on the 12 to 34 year-old audience for music programming. To appeal to English speakers, subtitles in English will appear on-screen when Spanish is spoken. Ballas-Traynor's job was to target that young Hispanic demographic, the fastest growing in the US the article said. “The Hispanic youth audience is not only leading the most important demographic changes in this country, they’re also heavily influencing the pop-culture landscape,” said MTV Music Television President Christina Norman. Advertisers for automotive, soft drink, and retail companies have been anxiously awaiting a way to target the potentially lucrative young audience. MTV has never had great success figuring out just how to get to the desired demographic, but feels its approach should work with the "acculturated" audience it wants to reach. MTV's parent Viacom has seen its chosen head of Paramount Motion Picture Group, Brad Grey, become embroiled in the Anthony Pellicano wiretapping scandal. The L.A. Times reported how Viacom Chairman Sumner Redstone and CEO Tom Freston both gave Grey a vote of confidence despite his being tied to a pair of lawsuits connected to more than 20 of the 110 counts of wiretapping and illegally accessing law enforcement records in the case against Pellicano. "Brad Grey has so much on his plate that this is a distraction he doesn't need right now," said veteran media analyst Harold Vogel in the article. "It cannot make the management of Viacom as comfortable as they'd like to be." Viacom traded slightly lower at press time, four cents off its $34.38 open. --- Tags: Viacom, MTV, Brad Grey Add to | DiggThis | Yahoo! My Web | PreFound.com View All Articles by David Utter About the Author: David Utter is a staff writer for InternetFinancialNews and WebProNews covering technology and business. |
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