Coming Off of Successful First 9 Months, MTV Tr3s Announces Slate of Returning and Newly Greenlit Series that Spotlight the Music, Lifestyle and Interactive DNA of Latino Youth

“MTV Tr3s will present advertisers with an upfront programming slate that spotlights the music, lifestyle and interactive DNA of Latino youth during a six-city road show that kicks off today in San Antonio. Included in the slate are 12 returning shows such as “MiTRL,” “Sucker Free Latino” and “Pimpeando,” and 12 new original productions that the rapidly expanding bilingual network has greenlit.

Since launching in September 2006, MTV Tr3s has become the most widely distributed Latino pop culture destination in America by securing widespread distribution that includes broadcast, cable and satellite. More than 30 broadcast TV stations, thousands of cable headends, satellite distributor DirectTV, as well as Telco providers, Verizon FIOS and AT&T-Uverse now carry MTV Tr3s. MTV Tr3s reaches more than 28 million households overall and 5.5MM Hispanic TV Households, which is nearly half of all Hispanic TV households.

“When MTV Tr3s launched, our goal was to validate the fast-growing and influential Latino youth segment with the creation of an MTV-style pop-culture entertainment TV network and we are well on our way,” said Lucia Ballas- Traynor, SVP and General Manager of MTV Tr3s. MTV Tr3s programming captures young Latinos’ celebratory spirit, the duality of their lives, their attitudes and Latin pride and passion and tells their stories the way they want them told. We personify the unique world that young Latinos have proudly created.”

The cultural passion points that define and differentiate the MTV Tr3s audience are central to the returning and new programming picks made by Lily Neumeyer, MTV Tr3s VP of Programming and Production. “Our audience has very high standards and has been extremely open with us about what they want to see. MTV Tr3s listens to our audience, responds with programming and in this sense is truly co-creating our network with today’s young Latinos,” said Neumeyer.

Viewer Favorites Return

Among young Latinos’ favorite MTV Tr3s programs that are returning is the video countdown show “MiTRL” which is not only back but will be taken over by young Latinos’ favorite artists on a regular basis. They’ll bring their own countdown, answer questions from the audience, perform and may even ask a few of their famous friends to stop by and join them.

The network’s commitment to showcase established artists, provide a platform for a new generation of Latino artists and introduce new genres of music also continues with “Artist of the Month,” “Descubre & Download,” “Sucker Free Latino” and “Indie 101.”

Digital technology and interactive components are an integral part of returning franchises like “TXTO” where thousands of unique users use SMS for shout outs and dedications. Based on the success MTV Tr3s has with “TXTO,” the network is adding “UrbTXTO” which focus on urban music and artists and viewers get to “hola” to their “peeps” and “pimp their names.”

The humor, food, dance, fashion, relationships, issues and rites of passage that matter to Latino youth are featured in returning lifestyle series such as audience favorites “Quiero Mis Quinces,” the weekly show that documents the elaborate quinceanera parties that are a coming-out tradition when Latinas turn 15, and “Pimpeando,” where viewers get the latest in Latino car culture.

“Los Premios MTV,” a network special, will also be back with five MTV Tr3s Viewer Choice Awards and voting over cell phones and the web. There are also several “MTV Unplugged” specials in the works for 2008.

New Ways to Connect Deeply with Artists

New music-based programming is at the heart of the MTV Tr3s upfront programming slate, which introduces new ways to deepen the audience’s connection with their favorite artists. Three new original series, “Rock Dinner,” “Hachetetepe” and “Tour-ismo” will have their debut during the 07/08 upfront period.

In “Rock Dinner,” MTV Tr3s will knock on a lucky viewer’s door and announce a special dinner guest. With only 12 hours to prepare the food, the house and the parents, this excited fan will have to stay cool while trying to impress their superstar dinner guest. The evening culminates when the invited artist plays an intimate and acoustic set for the fan and close friends, bringing the perfect ending to an unforgettable night.

“Hachetetepe,” will feature top artists in an intimate, first-hand narrative as they record their day-to-day experiences both on video and on an exclusive blog that allows the MTV Tr3s audience to interact with them directly.

For viewers that want to take a vacation with their favorite artists, MTV Tr3s introduces “Tour-ismo,” a brightly provocative travel log for musicians. The show follows a band on tour in a new city they are visiting for the very first time, allowing viewers to get to know the city through the eyes of that band/singer.

New Content that Defines and Differentiates

Young Latinos’ unique lifestyle and hybrid identity are also put at the center of the MTV Tr3s upfront programming slate in new offerings that include “Bust a Ritmo,” “Tr3s.docs,” “Fashionista” and “Drive In Cinema.”

In “Bust a Ritmo,” young Latinos try to impress family and friends with their new dance moves. The goal is for the contestant to fulfill a major goal through dance from surprising a girlfriend with a marriage proposal to giving his salsa-loving mom the best mother’s day of her life. Short form dance instructionals will allow viewers at home to get the same training.

“Tr3s.docs” is a documentary destination covering the issues that are most important and relevant to young Latinos living in the U.S., such as immigration, education, teen pregnancy and the war in Iraq.

For viewers who love music and fashion, MTV Tr3s presents “Fashionista,” a special that will feature live performances, a runway fashion show with the latest styles from Latino designers and a run down of favorite celebrities who raised the fashion bar and those who missed the mark completely.

“Drive In Cinema” delivers on two Latino passion points, car culture and movies. In this MTV Tr3s original production, Latino members from the most famous car clubs on the west coast will drive in their pimped out cars for a day of celebration of car and pop culture. A huge stage will be set up to enjoy live music performances, culminating with the premiere of a movie.

Interactive DNA of Latino Youth

New technologies are an essential part of a Latino youth’s DNA and new MTV Tr3s productions like “Efe o Efe,” “Videolucha,” “6 Degrees” and “Dame un Break” promise to take engagement to a whole new level.

“Efe o Efe” is a pop culture interactive quiz that uses SMS technology to allow viewers to accumulate points and win prizes. In “Videolucha” MTV Tr3s makes the hottest videos battle it out live on an interactive show with the audience selecting via SMS which video they want to watch next. Viewers are also in control with “6 Degrees,” watching and guessing what a series of music videos have in common … maybe they share a band member, were filmed in the same city, all have the same building, car, etc. Users go online and use their mobile phones to guess and are rewarded with prizes.

Finally, “Dame Un Break” provides unsigned acts (the viewers themselves) with the opportunity to be discovered. The audition process starts online and on mobile. Every three months, one lucky viewer gets a chance for a break. If their peers select their song, they could land a record deal and a music video that airs on MTV Tr3s.

MTV Tr3s’ programming is rooted in the fusion of American and Latino music, cultures, lifestyles and languages. Music programming is at the core of MTV Tr3s and the channel features hitmakers, emerging artists and new sounds that resonate with young U.S. Latinos. In addition to music programming, MTV Tr3s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate U.S. Latino hybrid identity and culture.

2007/2008 upfront programming SLATE

New Original Productions

1. Rock Dinner
2. Hachetetepe
3. Tour-ismo
4. Bust a Ritmo
5. Tres.docs
6. Fashionista
7. Drive in Cinema
8. Efe o Efe
9. Videolucha
10. 6 Degrees
11. Dame un Break
12. UrbTXTO

Returning Franchises

1. Mi TRL
2. Sucker Free Latino
3. Indie 101
4. Quiero Mis Quinces
5. Pimpeando
6. Los Premios MTV
7. TXTO
8. Descubre & Download
9. Artist of the Month
10. Movie Tr3.s pass
11. Unplugged
12. Spankin’ New Week

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