MTV TR3S BREAKS STEREOTYPES WITH ITS UNIQUE ANIMATED CAMPAIGN INCELEBRATION OF HISPANIC HERITAGE MONTH

MTV Tr3s kicks into high gear their celebration of Hispanic Heritage Month with the continuation of their award-winning “Soy Mono” campaign.

MTV Tr3s’ multi-platform hit series “Soy Mono” returns with their new 2009 campaign called  “PSAs,” a series of five new animated vignettes starring popular characters Cheli and Pinchez to help portray -in a humorous way- some of the stereotypes that US Latinos undergo in this country.

By mimicking the Public Service Announcement format, “PSAs” tackle issues ranging from the demeaning use of the word “wetback” to parodying the images of Latinos in the media, in an attempt to reclaim the ethnic slurs and readdress the negative portrayals of Latinos.

In 2008, MTV Tr3s launched the “Soy Mono” “Words” campaign which consisted of 8 short form animated vignettes. It became an instant hit on mtvtres.com and won the GOLD AWARD at the 2009 Ad Age Hispanic Creative Awards.

“Soy Mono” was produced in conjunction with Ramon Veras Productions. Sara Morrow is Executive in charge for MTV. Lily Neumeyer is Executive Producer.

Additionally, MTV Tr3s will feature a month-long promo campaign, which celebrates Latino traditions, influences and culture.  “It features rich and textured lifestyle pieces,” said the directors of the campaign, Alison Roberto and Amy Campbell.   “Artists like Aventura and Pitbull have contributed their own personal stories about food, family, music and passion to round out a campaign that truly celebrates Hispanic pride and culture.”

Ending MTV Tr3s’ Hispanic Heritage Month, the channel will air Los Premios at 10 p.m. EST on Thursday, October 15th.   The show will be hosted by Calle 13’s Residente (Rene) and Nelly Furtado and will include performances from Wisin y Yandel, Alejandro Sanz, Paulina Rubio, Panda, Jessy and Joy, Cobra Starship and Fall Out Boy among others.   In addition, rap music icon Snoop Dogg and socialite Paris Hilton will be presenting awards at this year’s show from the Gibson Amphitheatre in Los Angeles.   More talent to be announced shortly.   MTV Tr3s will also celebrate US Hispanic talent with their own awards: Best MTV Tr3s Artist and Best New MTV Tr3s Artist. Two time Latin Grammy winner Jose Tillan will serve once again as the Executive Producer of Los Premios MTV 2009

If you are planning to cover Hispanic Heritage Month before it comes to a close on October 16 and are looking to speak to the foremost experts in the industry- General Manager of MTV Tr3s Jose Tillan, VP of Production and Programming Lily Neumeyer are both available for comment.

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About MTV Tr3s
MTV Tr3?s (mtvTr3?s.com <www.mtvtr3s.com/> ) is available in broadcast in 7 million Hispanic TV households and 38 million total TV households, making it the most-widely distributed TV network dedicated to superserving today’s bicultural Latino youth.  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, the MTV Tr3?s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate US Latino hybrid identity and culture.

PRESS CONTACTS:
Rogers & Cowan (For MTV Tr3s)
Maggie Gallant                                             Joanne Schioppi                               Maria J. Ramirez
212-445-8415                                             212-445-8416                                  212-445-8424
mgallant@rogersandcowan.com jschioppi@rogersandcowan.com MJRamirez@rogersandcowan.com

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