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Latin 18/09/2006

Latino Youth Get Their Own MTV to Celebrate Music, Lifestyle and Culture

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NEW YORK (MTV PR) - MTV Tr3's, the new pop culture destination for U.S. Latinos is ready to go live on September 25. Connecting with U.S. Latino youth by showcasing the music, artists and programming that celebrate their bicultural lifestyle, MTV Tr3's will launch with several exclusives and World Premieres from some of the artists most popular among young Latinos, including Alejandro Sanz, Nelly Furtado, Ricky Martin, and many more. MTV Tr3's programming will combine original productions and young people's favorite fare from the extensive MTV library customized for the U.S. Latino audience. Content will be available via multiple platforms including cable, broadcast, satellite, digital, on-line and wireless as well as branded off-air events.

In making the announcement, MTV President Christina Norman said, "This is a ?watershed moment for MTV. Latino youth have deserved their own channel for quite some time. They are often the gatekeepers, tastemakers and influencers in their families and circles of friends, so we knew it was important to take our time to bring together the right team to build the perfect channel to reflect the music, culture and lifestyle of young U.S. Latinos. MTV Tr3's is our recognition and validation of the growing influence of Latino youth, giving them a platform for their bilingual voice."

"MTV Tr3's has the unique ability to change the way young Latinos are represented in this country," says Lucia Ballas-Traynor, MTV Tr3's Senior Vice-President and General Manager. "We're taking the network's broad experience and success in developing content that resonates with youth and deepening our connection to young US Latinos by showcasing the biggest names in Latino and American music."
"Equally important," adds Ballas-Traynor,"is that MTV Tr3's will give young U.S. Latinos a voice and that the network will be guided by the tastes and requests of our audience every step of the way."

Among the many things young Latinos have told MTV Tr3's programming and music executives is that they want to see their favorite Latin and American artists live side by side and that is what Jose Tillán, MTV Tr3's Senior Vice President, Music Programming and Talent Strategy and Lily Neumeyer, MTV Tr3's Vice President, Programming and Production set out to create.

"Our 24-hour schedule is all about high-quality, MTV-style programming that showcases the biggest names and hits popular among young U.S. Latinos...everyone from Daddy Yankee to Beyoncé, Black Eyed Peas to Maná. We have listened to our audience and are creating both original content specifically for our audience as well as customizing the best MTV programming to reflect their bicultural existence," explains Neumeyer.

MTV Tr3's has already caught the attention of superstars such as Alejandro Sanz and Ricky Martin who have chosen the channel's signature show, MiTRL, for the World Premieres of upcoming releases. The first episode of MiTRL will feature the World Premiere and a live performance by Sanz of his new single from his upcoming CD along with the World Premiere of Ricky Martin's first video from his recently recorded "MTV Unplugged" concert. MiTRL will be hosted by MTV Tr3's' first VJ Carlos Santos, a bilingual and passionate music buff whose rhythm and wit today's young Latinos will undoubtedly relate to. MiTRL will air weekly on Mondays at 4:30 PM beginning on September 25th.
"It's great to meet up again with my friends from MTV to launch something new, exciting and important for both us: MTV Tr3's and my new record. We'll see everyone on MiTRL!, " said Sanz.

"MTV Tr3's is committed to promoting and breaking the next generation of U.S. Latino artists and established artists and up-and-comers have all responded with enthusiasm," says Tillán. "New artists such as Allison, Tres Coronas, Jeannie Ortega, Jeremias, and Mario Vasquez, along with established artist like Paulina Rubio and Juanes are excited to partner with MTV Tr3's to create this groundbreaking channel specifically for U.S. Latinos."

The MTV Tr3's programming will reflect the bicultural identity of young Latinos by taking popular MTV franchises and customizing them with unique aspects of Latino culture. MTV's mega hits "My Super Sixteen," and "Pimp My Ride" will be customized for the MTV Tr3's airwaves in Quiero Mis Quinces (Tuesdays beginning October 24th at 5:30 PM), an inside look at the over-the-top coming of age quinceñera parties that are a Latin American tradition, and Pimpeando, where hosts Luis and Mad Mike focus on the latest Latino car culture (Wednesdays beginning October 25th at 5:30 PM).
Quiero Mis Quinces, Pimpeando and MiTRL are great examples of the way we are taking MTV programming our audience knows and loves and infusing them with Latin music, traditions and style," added Neumeyer.

When it comes to music, Tillán has created programming blocks, specials, concerts, video countdowns and artist's picks that feature everything from rock to reggaeton, alternative to dance, punk to pop. "Latino youth have told us they want a channel that reflects them, their diverse taste in music and their favorite Latin and American artists, " he says.

MTV Tr3's viewers will be able to get their day started with Cortadito (Monday-Friday, 6 AM), watch non-stop videos from Shakira to Sean Paul on Videorama (Monday-Friday, 9 AM), chill with Latin classic videos during ClassicCo (Monday-Friday, 12 PM) or rock-out during ¡Rock! (Monday-Friday, 1 PM). Late night and party weekend video programming includes Videosomnia (Monday-Friday, 2 AM) and V.P.M. (Fridays at 10 PM).

To celebrate its launch, MTV Tr3's will broadcast Tr3'spass, a music special featuring Nelly Furtado and Calle 13, showcasing the channel's commitment to bring together the best Latino and American artists as well as established and emerging artists. Tr3'sspass will air on September 25 at 5:30 PM on MTV Tr3's and during the week of September 25 on MTV and MTV2. Highlights will also be posted at and www.MTVTr3'

"We are so excited about MTV Tr3's! Young Latinos have so much to share with the world. A space like MTV Tr3's that let's us question who we are, our place in the world...a space that amplifies our strength, consciousness and pride is long overdue. We send MTV Tr3's all our positive energy. Calle 13 is with you all the way!," said Calle 13's Residente and Visitante.

MTV Tr3's will also be introduced to viewers across multiple MTV screens, including MTV and MTV2, in a half-hour special airing the week of September 25, Hola My Name is MTV Tr3's. Hosted by MTV Tr3's VJ, Carlos Santos, viewers will get a taste of the MTV Tr3's line-up through interviews with Latino artists such as Kumbia Kings, Pitbull, and Julieta Venegas among others. Viewers will also get a sampling of the hottest music videos.
The MTV Tr3's programming line-up will be rounded out with weekend specials, events and special blocks that will be announced shortly.

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