Content area
Full Text
MTV is making some bilingual noise, as its newest channel targets Latino youth through an unusual distribution model.
MTV Tr3s (yes, that's "Tres", with a 3), which launched in September, is the Viacom conglom's most aggressive attempt yet to chase the growing Latino 12-34 demo. Unlike the channel it replaced, MTV en Espanol, the new MTV Tr3s speaks mostly Spanglish (English, mixed with some Spanish) and includes music from both Latino and non-Latino artists.
"A lot of it has to do with the age of our viewers," says Lucia Ballas-Traynor, senior VP and general manager of MTV Tr3s. "I grew up speaking the way these kids do. Look at the segments, and 80% to 90% are U.S.-born or raised. They're in essence going back and forth between these two worlds."
Looking to stand...