MTV Makes Bilingual Music

“After quietly acquiring a tiny broadcast network and cluster of small TV stations, MTV is expected to unveil plans to combine two Spanish-language music-video networks into one and add English to the mix.

Industry executives familiar with the venture say the new bilingual channel””MTV has yet to reveal the name””will target third- and fourth-generation Latinos and feature VJs speaking English. Scheduled to launch in third quarter, the new channel will replace MTV’s existing Spanish-language cable network MTV en Español, as well as Mas Musica, a small broadcast network that MTV parent Viacom bought in Jan. 30. Broadcasting is a departure for MTV, but it’s a necessary strategy because cable and DBS (direct broadcast satellite) penetration is relatively low in Hispanic homes.”

Comments are closed.