(MTV) - MTV:
Music Television's president
Christina Norman announced today that the network is re-energizing its offerings to super-serve today's 12 – 34 year-old bicultural U.S. Latinos with the establishment of MTV Tr3s (MTV Three).
MTV Tr3s will be a convergent entertainment destination rooted in the fusion of American and Latin music and cultures through high-quality programming that showcases the biggest names and hits in pop, urban and rock. MTV Tr3s will include lifestyle series, customized MTV music franchises and news documentaries that celebrate U.S. Latinos, their culture, music and artists as the channel develops. MTV Tr3s will launch fourth quarter 2006.
"Catering to the U.S. Latino youth market is a high priority for MTV," said Christina Norman. "Young Latinos are leading the most important demographic changes in this country and we all see more and more of the pop culture landscape impacted by Latino influence. MTV Tr3s will have some of the most creative and visionary leaders at its helm and will further enhance our deep and broad experience of super-serving youth audiences in key markets."
MTV Tr3s will target 12 – 34 year-old bilingual and bicultural U.S. Latinos, a market segment that will constitute the largest contributor to total U.S. demographic growth over the next decade, reshaping America's educational, economic and cultural foundation. For example, Hispanics will drive 67% of high school population growth in next 10 years and by 2020, the Hispanic teen population is expected to grow 62%, compared to 10% growth in the number of teens overall. Their influence is undeniable when looking at markets such as Los Angeles, where Hispanic teens represent 30% of the overall demo.
MTV Tr3s will be led by a seasoned team of Hispanic television executives who are committed to creating a high-quality, convergent entertainment brand for young Latinos to call their own. Lucia Ballas-Traynor, long recognized for her pioneering efforts to create unique destinations dedicated to Hispanic audiences living in the United States, will serve as General Manager of MTV Tr3s.
"MTV Tr3s will be the validation, voz and vida of young U.S. Latinos by celebrating their influence, cultures and languages," said Ballas-Traynor. "MTV Tr3s will celebrate young Latinos for being tastemakers, pioneers, gatekeepers and key influencers in their households and communities and our programming and production teams are exceptionally well qualified to create programming that Latino youth are craving - programming that honestly reflects and amplifies U.S. Latino youth culture, trends and icons."
Ballas-Traynor is joined by MTV veterans Jose Tillán and Lilly Neumeyer who together will lead MTV Tr3s' music, programming and production. MTV Tres will also tap into the wealth of resources across MTV, MTV Networks and MTV Networks Latin America, providing MTV Tr3s with the incomparable ability to connect and communicate with young Latinos and continually foster a two way dialogue to shape and influence the multi-screen network.
Jose Tillán will lead MTV Tr3s' Music Programming and Talent Strategy, handling all music content, talent and artists relations, adding to his current responsibilities for MTV Networks Latin America (which includes MTV, VH1 and Nickelodeon Latin America as well as Vh1 and Nickelodeon Brazil). Tillan spearheaded MTV's multi-award winning "Unplugged" series for MTV Latin America with artists such as Shakira, Mana, Alejandro Sanz, La Ley and Diego Torres. Under Tillan's tutelage, the MTV Unplugged CD/DVD releases have generated worldwide sales of over 10 million units and have won various Grammys, Latin Grammys and numerous other awards. He has also co-produced the MTV Video Music Awards Latin America, Latin America's premiere award show and the network's highest rated property. Tillán is a professional musician, arranger, writer and producer and a National Trustee of the National Academy of Recording Arts and Sciences (NARAS).
Lily Neumeyer joins MTV Tr3s as Vice President, Programming and Production. An alumnus of New York University's Graduate School of Film, Neumeyer first worked with MTV Networks in the early 1990s as producer of MTV Internacional, a weekly syndicated Spanish-language music video show. Later, as Senior Supervising Producer of MTV News, Neumeyer supervised production of dozens of long form shows, from entertainment magazines to documentary programs, including the award winning series "MTV News Now." Most recently Neumeyer has served as Director, News and Development for MTV, responsible for hit series such as "My Super Sweet Sixteen" and the upcoming "MTV Juvies."
MTV Tr3s is the next step in MTV: Music Television's commient to super-serve youth audiences in next generation markets. MTV Chi, launched in December 2005, is targeted at Chinese Americans and features various styles of music such as Mandarin rock, Canto pop and Chinese-American rap. Likewise, MTV Desi, serves audiences with roots in the Indian sub-continent living in the U.S.
