A Q&A with People en Espanol’s New Publisher, Lucia Ballas-Traynor
MTV Tr3s Receives Eight Imagen Nominations
MTV Tr3s programming and on-air advertising has received eight Imagen Foundation Awards for positive portrayals of young Latinos. The 23rd Annual Imagen Awards take place Thursday, August 21 at the Beverly Hilton Hotel in Beverly Hills.
Nominated in the Best Variety or Reality Show category is “Mi TRL Awards,” an annual awards show that recognizes and honors the people and music that make “Mi TRL” the “must watch” show for U.S. Latinos and sends winners home with a shiny “Gallo” (rooster) trophy. The nominated show was packed with some of today’s hottest artists, such as RBD, Wisin y Yandel, Will Smith, Jessica Alba, Menudo, Snoop Dogg, Chris Brown, and Jaslene Gonzalez and Zuleyka Rivera performing, accepting and presenting awards, along with a surprise appearance by Diddy who opened the show to the delight of the fans who attended the awards show.
“Beyond Borders: An MTV Tr3s Immigration Forum,” a network special that gave voice to Latino youth who were ready to go beyond the politics and rhetoric of the immigration debate, was nominated for Best National Informational Programming. The historic, first-ever of its kind on network TV event, brought together artists such as Ana Ortiz, Calle 13’s Residente and Malverde; young people from Cal State L.A; and U.S. Congressman Xavier Becerra to explore solutions to the immigration crisis and discuss its impact on their families, education and everyday lives. It was hosted by journalist Gustavo Arellano.
MTV Tr3s’ multiplatform music discovery initiative, “Descubre & Download” earned two nominations in the Best On-Air Advertising category for projects with newcomer Colby O’Donis and West-coast rapper Malverde.
Also earning nominations in Best On Air Advertising were three MTV Tr3s “Tu Pride” entries, “Sylvestre,” “Elan,” and “Ruben.” “Tu Pride” is a series of mini-documentaries about young Latinos growing up today with a mix of cultural influences.
“The entire MTV Tr3s familia is dedicated to the positive and uplifting portrayal of the U.S. Latino experience and we are humbled to be recognized with these nominations by the Imagen Foundation,” said Lucia Ballas-Traynor, Senior Vice President and General Manager, MTV Tr3s.
MTV Tr3s (mtvTr3s.com) is in 6.4 million Hispanic TV households and 34 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 Tr3s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate US Latino hybrid identity and culture. “
MTV Tr3s :: Advertisers Learn to Speak Tr3s at MTV Tr3s Upfront
Fueled by the unstoppable growth of Hispanics 12-34, the insights of a panel of Latino youth trendsetters and the youth expertise of the MTV brand, MTV Tr3s announced today that it has doubled its distribution in the less than two years since it launched, doubled its Hispanic TV viewing shares among persons 12-24 since it became Nielsen rated last October, and doubled its ratings and impressions among persons 12-24, also since last October.
The bilingual network’s momentum has given it widespread distribution of 6.3 million Hispanic TV households and 33.3 million total households and the highest concentration of Hispanics 12-34 (67.5% according to Nielsen), making MTV Tr3s a dominant, multiplatform brand that is an integral part of young Latinos’ unique lifestyle.
Advertisers gathered at the MTV Tr3s upfront held in New York City to learn more about tapping into the growing and increasingly influential Latino youth segment by learning how to “speak Tr3s,” the language of young Latinos that is very different from their non-Latino counterparts.
“Latino youth are leading Hispanic and overall 12-34 growth while the general market is shrinking,” said Lucia Ballas-Traynor, Senior Vice President and General Manager of MTV Tr3s. “They are shaking America’s political, economic and cultural foundation because beyond their sheer size, their role as trailblazers, communicators and gatekeepers all add up to unprecedented clout and influence that you can’t ignore in order to grow any business.”
The MTV Tr3s Cooltura panelists are a group of Latino trendsetters and trendspreaders in key U.S. markets. MTV Tr3s taps into the Cooltura panel regularly to help the network stay ahead of cultural trends so that it can immediately respond with the right content for its audience.
Jesus Lara, Senior Vice President of Music and Talent, MTV Tr3s and MTV/VH1 Latin America, said Cooltura has been influential in refining the channel’s three music pillars: to bring viewers the biggest names in music, provide an opportunity for viewers to participate in the channel’s music programming process and offer a continuous music discovery experience.
“Cooltura helped us understand that although our audience is curious about general market pop artists, they turn to MTV Tr3s to showcase the Latin artists that define their identity and that they won’t find anywhere else,” Lara explained. “Therefore, the majority of our music mix is Latin, irrespective of language, with artists such as Don Omar, Camila, and Belinda, and includes some of the general market hitmakers they are interested in, artists such as Justin Timberlake, Fergie, and Usher.”
Also in response to audience feedback, Lara announced the launch of Fresh Music Mondays, a new music block that gives young Latinos the bragging rights they crave by being the first to know about a hot new video or a cool new artists.
Music My Guey, where fans can go online, create their own playlist, post a few photos and potentially be selected to air will return for a second season, said Lara. “The show has been a hit, with over 10,000 registered users and 8,500 playlists submitted in a short four months,” he said.
Music discovery is also a top priority for young Latinos and is therefore woven within the fabric of the MTV Tr3s brand. Lara also announced that the network’s marquee multiplatform music discovery initiative, Descubre & Download, will return in 2009. The program not only profiles new artists in innovative ways through on-air vignettes and branded video rotation, but also offers exclusive free music downloads of the artist from the mtvtres.com site. It has been hailed by music label executives as “critical” to new artist development. Last year MTV Tr3s was the first to showcase some of the hottest new Latin artists, including Jesse and Joy, a brother and sister duo from Mexico, who went on to win a Latin Grammy award for Best New Artist; Kat de Luna, who has since sold over 500,000 downloads of her Descubre & Download single “Whine Up”; and Colby O’Donis who recorded a Spanish-language version of his hit single “What You Got” especially for the Descubre & Download campaign.
MTV Tr3s will take the music discovery process to a whole new level as it seeks the best unsigned Latino artist in Dame Un Break, set to launch on June 3rd.
MTV Tr3s programming also reflects the world of young Latinos in a way that no mainstream media can. As explained by Lily Neumeyer, MTV Tr3s Vice President of Programming and Production, “MTV Tr3s is the one place where young Latino viewers don’t have to choose between their two identities or compromise their cultural values. They can, and do, invest their whole selves in our shows’ mind, heart and spirit.”
Among the returning programs MTV Tr3s viewers can expect channel defining shows such as Mi TRL, Karlifornia, Sucker Free Latino, and Pimpeando, along with new comers Bust-a-Ritmo and Rock Dinner.
Neumeyer announced that the third season of Quiero Mis Quinces, the hugely popular series that celebrates the Latina rite of passage into adulthood, quinceaneras, will expand production into U.S. Hispanic communities starting in 2009. A companion Quiero Mis Quinces digital extension of the series simultaneously will capture all the new social behavior around the show’s content.
Neumeyer also announced an expanded slate of MTV Tr3s Weekend Stunts, designed to capitalize on the network’s popularity among young Latinos during the weekends. MTV Tr3s Weekend Stunts will be programmed around events and holidays such as Father’s Day, MTV Movie Awards, National Puerto Rican Day Parade, Fashion Weekend, Mexican Independence, Dia de Los Muertos, and Thanksgiving, amongst others.
MTV Tr3s will add its first short-form animation series, Lugar Heights, as part of its 2009 upfront offerings. The series follows the adventures of a number of friends living in Lugar Heights, USA. Combining satire, dark humor, and pop culture in a parody of mass entertainment, the show is refreshingly innovative in its style, subject matter, and language, making it a milestone of urban entertainment.
The network will continue addressing the issues that are dear to young Latinos in a new production, The Yearbook Chronicles, a documentary project about the challenges that some Latinos face to graduate from high school.
“Their size, fast growth, influence and age make young Latinos a must for any marketer looking to establish brand loyalties and grow their business. To emotionally connect brands to them and engage them with messages, content and experiences that are authentic and resonate with them, advertisers need to have a deep understanding of the hot, cultural passion points that shape their identity. We call that Speaking Tr3s,” concluded Ballas-Traynor.
MTV Tr3s (http://www.mtvtr3s.com) is the most widely-distributed TV network dedicated to superserving today’s bicultural Latino youth and is currently seen in 6.3 million Hispanic TV households and 33.3 million total TV households. 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 and celebrate their hybrid identity and culture. In addition to music programming, the MTV Tr3s programming slate features lifestyle series, news, documentaries and other long-form programs.
Website: http://mtvtres.com/“*
Three new original productions that place the world and dreams of young Latinos at the center were announced today by MTV Tr3s ( www.mtvtr3s.com ). Beginning April 14, MTV Tr3s viewers will find out what it’s like to make dinner for a Latino superstar on “Rock Dinner,” the moves some viewers will risk for something that really matters to them in “Bust a Ritmo,” and how to get a video produced by MTV in “Dame un Break.”
Based on feedback from the MTV Tr3s Cooltura Panel, a group of 100 trendsetting young Latinos who provide input and feedback to the channel on programming strategy and content, MTV Tr3s has discovered that its viewers want to see themselves reflected in programming, discover new sounds and artists they can’t find anywhere else, and insist on interactivity and engagement as part of their music experience. They also seek an intimate and less traditional approach to music programming.
“At MTV Tr3s, everything we do puts our young Latino consumer at the front and center, and they’ve told us that Latin music defines them. The sounds, lyrics and artists are the soul of their culture, a source of pride, a unifying force and a form of expression that differentiates them from other youth segments. For this reason, music is at the core of MTV Tr3s,” explained Lucia Ballas-Traynor, Senior Vice President and General Manager of the channel.
“Our viewers have spoken and we’re listening and acting,” added Lily Neumeyer, Vice President of Programming and Production, MTV Tr3s. “Young Latinos expect MTV Tr3s to give them unique and deep connections to the artists they love, and that is what a series like ‘Rock Dinner’ is all about.” In “Rock Dinner” ( www.rockdinner.mtvtr3s.com ), which premieres on April 14 at 4:00 PM and 9:00 PM EDT and features Baby Bash, Awkid, AB Quintanilla, Pitbull, Kat de Luna and Enrique Iglesias, fans get to cook dinner for their favorite artists and then sit down to enjoy a private concert by them. With only five hours (and a limited budget) to prepare the meal and tidy up the house, the excited fan has to stay cool while trying to impress their superstar dinner guest.
What some viewers will do to make a dream come true will be seen in “Bust a Ritmo,” which premieres on June 16. Hosted by PeeWee, the road-tested veteran of two successful groups, Kumbia Kings and Kumbia All Starz (with whom he charted hits such as “Sabes a Chocolate,” “Dulce Niña,” “Chiquilla,” and “Speedy Gonzalez”) the series focuses on dance as a motivator in helping young Latinos accomplish a goal. In each episode, a young person is faced with an ultimate test. They have one day to learn a complicated dance routine and then use his/her newfound skill to make a dream come true… surprising a girlfriend with a marriage proposal or telling their overprotective Latina mom that they are moving out of the house!
“Being the host of my own show has allowed me to explore new sides of me I didn’t know I had… and to be silly… and to just have fun!” said PeeWee.
In addition to the star power MTV Tr3s is able to give its viewers, the discovery of new talent has been a pillar of the MTV Tr3s music strategy since the network launched. “Dame un Break” takes music discovery to a whole new level by not only inviting viewers to discover new sounds, but also giving them a chance to be discovered themselves. The multiplatform project that launches on May 12 gives Latino youth a chance to showcase their talent by entering a contest to win a chance of a lifetime: their very own music video produced by MTV Tr3s, and to get an album or EP released. To enter the contest, bands will to uplink their song to the Dame un Break website ( www.dameunbreak.mtvtr3s.com ), create their own artist profile and invite the world to vote for them.
“Dame un Break will give the wealth of undiscovered U.S. Latino talent the opportunity they’ve only been able to dream about… until now. I am excited to see and hear some of tomorrow’s Latino stars,” said Jesus Lara, Senior Vice President of Music and Talent, MTV Tr3s and MTV/VH1 Latin America.
MTV Tr3s ( www.mtvtr3s.com ) is the most widely distributed TV network dedicated to superserving today’s bicultural Latino youth and is currently seen in 6.2 million Hispanic TV households and 31.9 million total TV households. 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 and celebrate their hybrid identity and culture.”*
*From: http://www.hispanicprwire.com
Traducido: usando Google o Altavista/Babel Fish
Verizon Wireless :: MTV Tr3s Comes Exclusively to V CAST Mobile TV from Verizon Wireless
Ryan Hughes, vice president of digital media programming for Verizon, said, “As we talked about relevant channels to bring to our V CAST Mobile TV customers, MTV Tr3s was a perfect fit because of its popularity among bicultural U.S. Latinos. Since the launch of our V CAST Mobile TV service, we’ve provided new and relevant programs — whether it is live coverage of college football bowl games or Dora the Explorer. Our innovative services, coupled with the nation’s most reliable network, are key reasons why Verizon Wireless remains the leader of the wireless industry.”
“V CAST Mobile TV is the perfect partner to help our audience of young Latinos connect to their favorite broadcast-quality shows while on-the-go,” said Lucia Ballas-Traynor, senior vice president and general manager of MTV Tr3s. “The MTV Tr3s programming to be offered on V CAST Mobile TV is not a replica of our linear channel but rather has been customized for mobile users which allow us to connect with our audience in a whole new way.”
According to Forrester Research’s “Hispanics Connect To Mobile Data” (2007) and the Mobile Marketing Association’s “MMA Mobile Attitude & Usage Study” (Nov. 2006), Hispanics use mobile phones more than other demographic groups. The two studies also report that Latino mobile phone users spend more on mobile services and take advantage of more features, such as videos and ringtones, than their non-Latino counterparts.
MTV Tr3s will introduce viewers to its programming on V CAST Mobile TV in a 30-minute special hosted by VJ Karli Henriquez. Verizon Wireless’ V CAST Mobile TV will also be heavily promoted on mtvtr3s.com, MTV Tr3s Radio and on a 40-foot electronic billboard in New York’s Times Square.
MTV Tr3s joins V CAST Mobile TV channels from MTV Networks including MTV, COMEDY CENTRAL and Nickelodeon. MTV Networks also offers a variety of channels on Verizon Wireless’ V CAST Video service, including video-on-demand from MTV, Nickelodeon, COMEDY CENTRAL, VH1, CMT, Logo, Spike, MTV Tr3s, and Atom Films.
V CAST Mobile TV also features full-length shows and other programming 24 hours a day from well-known entertainment brands including CBS Mobile, ESPN Mobile TV, FOX Mobile, NBC 2GO and NBC News2GO. Monthly access packages begin at $13 per month. Four V CAST Mobile TV-enabled phones are currently available: the Voyager(TM) by LG, the LG VX9400, the MOTORIZR(TM) Z6tv, and the Samsung SCH-u620.
V CAST Mobile TV from Verizon Wireless is powered on the FLO TV(TM) service from MediaFLO USA Inc., a wholly owned subsidiary of Qualcomm Incorporated. Because MediaFLO USA operates a dedicated multicast network that delivers programming in a linear format, Verizon Wireless can offer customers the latest in mobile entertainment without impacting its award-winning voice and data services.”*
*From: http://sev.prnewswire.com
Traducido: usando Google o Altavista/Babel Fish
Teens Rewarded For Innovative Social Ventures to Help Latinos Stay in School
In the United States, just over half (57.8 percent) of Latino students graduate from high school on time (1), and Latino graduates are only about half as likely as white students to leave high school adequately prepared for four-year colleges.(2)
“We are proud of these young people,” said Gretchen Zucker, executive director of Youth Venture. “Being a pioneer and launching a venture that addresses such a complex issue — the high drop-out rate of Latino students — takes courage, leadership and important life skills. These 50 teams have shown their ability to lead. We look forward to continuing to support the ‘Tu Voz’ teams as they create positive social impact today, tomorrow and throughout their lives.”
The initiative awarded each of the 50 winning teams start-up grants of up to $1,000 to launch their ventures; five of them were then selected to receive a $5,000 scholarship. The effort was funded by the Bill & Melinda Gates Foundation. “Tu Voz, My Venture” is an element of a larger effort by Youth Venture and MTV Tr3s to invite young Latinos to express themselves through video and learn more about how to overcome the education challenges they face. It is also part of MTV Tr3s’ pro-social campaign, VOCES.
Among the winning “Tu Voz, My Venture” action plans are:
– BioMotors: Veggies give you GAS, Los Angeles, CA: The team’s action plan assists Latino students with transportation to educational programs, while engaging them in a movement to expand awareness of the use of environmentally conscious fuel. The plan calls for converting an old school bus diesel engine to run on used vegetable oil collected from fast food restaurants.
– College Bound Latinos, Arlington, VA: This team plans to host trips to colleges for young Latinos to expose them to college life and reinforce the importance of a college education. The program informs students about scholarship opportunities and hopes to educate parents of students by hosting “college night sessions” in English and Spanish.
– SOUL, Gresham, OR: Concerned about high drop-out and pregnancy rates among young Latinas, the ultimate goal of this venture is to get Latina students in Gresham High School focused on school and college through mentoring, homework tutoring, and the building of self-esteem and stronger social networks.
“MTV Tr3s is committed to providing a voice to young Latinos in all areas of their lives,” said Lucia Ballas-Traynor, senior vice president and general manager of the bilingual channel. “It is impressive and moving to hear what young people have to say about the importance of education and we are honored to be able to provide a means of helping them turn their ideas into action. I highly commend these young people and thank them for participating.”
For a summary of the winning team’s venture ideas, please visit www.genv.net or www.mtv3voces.com. The 50 winning teams from across the United States are: “*
New Generation in Hispanic Segment Wields Influence in Latino Market and in the United States
“Latino youth are reinventing pop culture in this country,” says Lucia Ballas-Traynor, senior vice president and general manager of MTV Tr3s. “They are cultural remixologists mixing values and experiences from their Latin heritage with those of their American homeland to create a new and unique identity that sets them apart from mainstream youth. For marketers and advertisers trying to establish a deep connection with this influential consumer segment this dynamic is very important to understand.”
Marketers say, depending on the level of language adoption and acculturation in a Latino home, youth are often making important decisions - sometimes even negotiating mortgages and buying cars - and while they may not always be the primary target audience, they should be considered when developing strategies. They act as gatekeepers and facilitators of information because they typically have attained higher levels of education and greater English proficiency than previous generations, according to MTV Tr3s, sponsor of the workshop.
“Our youth today represent the fusion between Old World and New World,” says Jackie Bird, chairwoman of AHAA and president of Wing Latino. “They are trend-setters, not only for Latino youth but for youth in general, and they are powerful. They are technically savvy and because of their cultural propensity for community and group dynamics they use social networking much more frequently than non-Latino youth. As marketers, we need to continue to revamp our traditional approach in order for the industry to thrive.”
Latino youth have had a profound influence on every part of teen life today from music to food, dance, fashion and values. Conference attendees experienced first hand the musical transformation Latino youth have helped create. The Dey, rising young music stars, brought Latino culture among youth to life as they performed during the session. The bilingual trio fuses hip-hop, R&B, pop, and Afro-Latino influences for a unique, singing/rapping sound. It is inviting to non-Latinos and celebrates Latinos’ rich culture, Bird noted.
“The conference is about exploring new ideas and opportunities so that we can make Hispanic advertising even more relevant to our consumers,” Bird says. “We need to embrace the cultural evolution among Latino youth today and apply that knowledge to enhance the effectiveness of our advertising.”
For more information about Hispanic advertising and the Latino youth market, contact Elinor Kinnier, 703-610-0204, ekinnier@cmgresults.com, or visit the AHAA Web site, www.ahaa.org/.
About AHAA:
The Association of Hispanic Advertising Agencies (AHAA) is the national organization of firms that specialize in marketing to the nation’s 46 million Hispanic consumers: the most rapidly growing segment of the American population. AHAA promotes the strength of the Hispanic marketing and advertising industry to the private and public sectors. AHAA agencies offer a unique blend of cultural understanding, market intelligence, proven experience and professionalism that deliver Hispanic market success for clients. AHAA agencies help organizations gain market share, increase revenue and grow profits by building the bridges and delivering the messages to reach America’s Hispanic consumers, who together have an estimated buying power of more than $930 billion. Visit www.ahaa.org/ for more information.
Association of Hispanic Advertising Agencies”
“The accomplishments of Hispanic women in the entertainment industry were front and center Tuesday at The Hollywood Reporter and Billboard’s Hispanic Women in Entertainment breakfast held at the Hollywood Roosevelt Hotel.
The event was timed with the publication of The Hollywood Reporter’s inaugural Hispanic Women in Entertainment special report, which spotlighted the achievements of 25 movers and shakers. CBS Entertainment president Nina Tassler topped the list at No. 1. Other honorees in the top 10 included Belinda Menendez, president of NBC Universal International Television Distribution; actress-producer Salma Hayek (ABC’s “Ugly Betty”); Lucia Ballas-Traynor, GM of MTV Tres; Alina Falcon, executive vp and operating manager, Univision; Darlene Caamano Loquet, NALA Films president; Christina Davis, senior vp drama series development at CBS; Antoinette Zel, senior executive vp strategy, Telemundo; Alexandra Lioutikoff, senior vp Latin membership, ASCAP; and actress-singer-producer Jennifer Lopez.”
“The Hollywood Reporter and Billboard today announced and honored the 25 most powerful Hispanic women in the entertainment industry at the first annual “Hispanic Women in Entertainment” breakfast, held this morning at the Hollywood Roosevelt Hotel. Attendees included the “The 25 Most Powerful” as well as executives, celebrities and influencers from across the entertainment industry.
At the event, Susan Whiting, Executive Vice President, The Nielsen Company and Chairman, Nielsen Media Research, delivered opening remarks, and Emmy Award winner America Ferrera, the star of ABC’s “Ugly Betty,” received the inaugural “The Hollywood Reporter and Billboard Hispanic Woman of the Year Award” and delivered the keynote address. Ferrera was selected to receive the award by the senior executives and editors at The Hollywood Reporter and Billboard for the work she has done to break down the barriers that Hispanic women face in the entertainment industry.
“America and all of the women honored here today exemplify intelligence, courage, talent and tenacity,” said John Kilcullen, publisher of Billboard and The Hollywood Reporter. “Although narrowing the list down to 25 was an arduous process, each of these women is a shining example of what it takes to be successful in this business, and we are delighted to recognize them.”
The 25 Most Powerful Hispanic Women, listed in order by rank, are:
1. Nina Tassler, President, CBS Entertainment
2. Belinda Menendez, President, NBC Universal International Television
Distribution3. Salma Hayek, Actress-producer
4. Lucia Ballas-Traynor, General Manager, MTV Tr3s
5. Alina Falcon, Executive VP and Operating Manager, Univision
6. Darlene Caamano-Loquet, President, NALA Films
7. Christina Davis, Senior VP, Drama Series Development, CBS
8. Antoinette Zel, Senior Executive Vice President, Strategy,
Telemundo9. Alexandra Lioutikoff, Senior Vice President, Latin membership,
ASCAP10. Jennifer Lopez, Actress-singer-producer
11. Cynthia Cidre, Writer-producer
12. Ligiah Villalobos, Writer
13. Frida Torresblanco, Producer
14. Nely Galan, Producer
15. Christy Haubegger, Agent, CAA
16. Corey Sienega, Producer, Vice President Production and
Development, David Kirschner Productions17. Emily Simonitsch, Senior Vice President, Special Markets,
Live Nation18. Madeline Padilla, Executive Director of Publicity, Arenas
Entertainment19. Kathryn Galan, Executive Director, National Association of Latino
Independent Producers (NALIP)20. Marlene Dermer, Co-Founder, Los Angeles Latino International Film
Festival (LALIFF)21. Helen Hernandez, President and Founder, Imagen Foundation
22. Natalie Chaidez, Producer-Writer
23. Delia Orjuela, Assistant Vice President, Writer-Publisher
Relations, BMI Latin24. Patricia Vega, Director, Chaf Enterprises
25. Sofia Vergara, Host-Producer
The 25 Most Powerful Hispanic Women in the Entertainment Industry are also being announced in special sections of today’s The Hollywood Reporter as well as in the October 20 issue of Billboard, on stands October 12.
About The Hollywood Reporter
Now in its 76th year, The Hollywood Reporter covers the business of the global entertainment industry via a network of media outlets. They include the print daily and weekly editions, the web site, various electronic-media offerings, the weekly TV show on Starz and high-profile events such as the annual Key Art Awards and Women in Entertainment. The Reporter’s team of reporters and news editors number more than 60, with representatives in most of the world’s major cities. The first Hollywood-based daily trade newspaper covering the entertainment industry began publishing September 3, 1930. Its founder was William R. Wilkerson, who remained publisher and Editor-in-Chief of the paper for more than 30 years. The Hollywood Reporter is published by Nielsen Business Media, part of The Nielsen Company, a global information and media company.
About Billboard
Now in its 113th year, Billboard is the world’s premier weekly music publication and diverse digital, events and brand, content and data licensing platform. Billboard publishes the most trusted charts and offers unrivaled reporting about the latest music, video, gaming, media, digital and mobile entertainment issues and trends. Billboard is the flagship property for the Billboard Information Group, which also consists of Billboard.biz, Billboard.com, Billboard Chart Alert, Billboard Information Network (BIN), Billboard Directories, Billboard Books, Billboard Licensing & Events and Radio & Records. Billboard’s many strategic partners include Microsoft, Reuters, Sirius Satellite Radio, Telemundo, Univision Radio, ABC Radio Networks, Azteca America and Billboard’s proprietary data, charts and information resources to develop broadcast entertainment, digital and mobile platforms and contextual commerce applications that expand Billboard’s franchise and consumer reach. Billboard is published by Nielsen Business Media, a part of The Nielsen Company, a global information and media company.”
“The new issue of Marketing y Medios, released today, spotlights six visionaries in Hispanic marketing and media named to its second annual roster of Media All-Stars. Among the luminaries is the first-ever all-inclusive media interview with Ray Rodriguez, president and COO of Univision Communications, MyM’s 2006 Media Executive of the Year. MyM also announced the appointment of Della de Lafuente as senior editor.
“More than at any other point in recent years, it seems a great time to be working in the Latino market. Business is up and expanding across all media categories, and I am pleased to recognize six Media All-Stars who have led the charge, helping to make last year and the start of 2007 such a tremendous time for Hispanic marketing and media,” said Nancy Ayala Marketing y Medios editor. “I am also honored to have someone as accomplished as Della de Lafuente join the MyM edit team. The timing couldn’t be more auspicious!”
The 2006 Media All-Stars include:
Media Executive of the Year:
Ray Rodriguez, President and COO, Univision Communications
Credited for 17 years of service at various levels of Univision Communications. Also responsible for helping to net $2.1 billion in revenue in 2006 and increasing Q1 2007 revenue by 9 percent from the previous year.Television:
Lucia Ballas-Traynor, SVP and General Manager, MTV Tr3s
Successfully overseeing the relaunch of the bilingual network in September 2006 and widening the channel’s distribution to 35-lowpower broadcast stations, including KBEH in Los Angeles. Expanded the channel’s visibility nationwide in the top 40 U.S. markets, reaching 28 million TV households overall and 5.5 million Latino TV households, nearly half the Hispanic TV households in the U.S.Radio:
Tom Castro, Founder/Vice Chairman of the Board, Border Media Partners
Founded the largest privately owned Hispanic radio company in the country, owning 35 radio stations in Texas and acquiring two radio stations in August 2006 from CBS Radio for $45 million in cash. Received $111 million in equity capital in May 2007.Digital:
Alberto Ferrer, Managing Partner/Director of Digital + Direct Marketing, The Vidal Partnership
A new generation agency executive, Ferrer brings together the converging worlds of digital and direct marketing. Responsible for visionary marketing such as the Beto Casas campaign for Century 21, introducing the first virtual Latino Realtor; successful World Cup Soccer tie-ins for Nissan and Home Depot; and the Second Life project for Sprint Nextel.Print:
Monica Lozano, Publisher and CEO, La Opinión
Under Lozano’s leadership, La Opinión’s audience has grown 8 percent since 2006 to 520,000 daily readers and LaOpinion.com reaches 1.5 million unique visitors. She has formed strategic partnerships with Spanish-language broadcasters in Los Angeles and has made the publication “a laboratory for editorial and advertising strategies.”Out-of-Home:
Christopher T. Young, President, Vista Media Group
Maximized mom-and-pop businesses, smaller communities and a newly signed transit deal to grow Vista Media’s outdoor ad revenue by 7 percent, accounting for $36.6 million of parent company Entravision’s total revenue in 2006.De Lafuente Joins Marketing y Medios as Senior Editor:
Based in New York, de Lafuente serves as a consulting editor for Smart & Strong, publisher of bilingual health and lifestyle content across multiple platforms aimed at Latinos who are newly diagnosed with HIV. She has been a contributor to the women’s business and career title Pink, for which she wrote about successful up-and-coming executives.Her career in journalism includes editing duties as a senior editor of Latina magazine and as a deputy editor of Working Mother magazine, as well as working as a reporter of the Chicago Sun-Times.
De Lafuente is a graduate of the University of Texas at Austin and a member of the National Association of Hispanic Journalists.
Hispanic Media All-Stars Honored at Hispanic Retail 360:
MyM’s Media All-Stars will be awarded Aug. 1 at an opening-night reception of Hispanic Retail 360, the industry’s premier event for retailers and marketers looking to grow their business with the U.S. Hispanic consumer market. This third annual event, taking place from Aug. 1-3 at the Westin Park Central Hotel in Dallas, features speakers from major retailers such as Best Buy, JC Penney, SuperValu, ExxonMobil and Southwest Convenience Stores (the largest 7-Eleven licensee in the U.S.) and from major suppliers such as Coca-Cola, Anheuser-Busch, Colgate-Palmolive, Johnson & Johnson and SONY. For more information about the conference, visit www.hispanicretail360.comAbout Adweek’s Marketing y Medios
Adweek’s Marketing y Medios is an English-language Special Report that appears monthly in Adweek, Brandweek and Mediaweek magazines. It explores the unique challenges encountered by marketers and media serving the U.S. Hispanic population. Since launching in print and online in September 2004, the publication has inaugurated benchmark awards, including MyM’s Hispanic Agency of the Year, Hispanic Best Spots, Hispanic Media All-Stars and Hispanic Marketers of the Year. Key industry events include Voz Latina (produced in partnership with the Billboard Latin Music Awards) and Hispanic Retail 360. Marketing y Medios was a 2005 Best Start-Up Publication finalist and a 2006 Best Department finalist in American Business Media’s Jesse H. Neal National Journalism Award Competition.About Nielsen Business Media
Nielsen Business Media is a leading market-focused provider of integrated information and sales and marketing solutions, helping businesses go to market more effectively and efficiently.Serving seven major market groups, and 30 individual markets, spanning the entertainment, media and marketing, retail, travel and performance, design, and life sciences industries, Nielsen Business Media provides business-to-business products and services in print, online and in person.
With 42 publications, over 60 trade shows and 185 digital products and services, Nielsen Business Media offers insight, analysis and face-to-face contacts to help professionals better understand their markets, serve their customers and grow their businesses. “
Media All-Star: Lucia Ballas-Traynor
“It seems only fitting that Lucia Ballas-Traynor’s 16th floor office in the Viacom building overlooks the “crossroads of the world” in Time Square. Shes within earshot of the exuberant youth market that today embodies the successful relaunch in September 2006 of the bilingual music channel MTV Tr3s.
Like many young Latinos clamoring outside the MTV studios in midtown Manhattan for the chance to watch their favorite artist perform at a taping of the channels hit show MiTRL a version of MTVs TRL, svp and general manager Ballas-Traynor knows what its like to straddle the duality of an American lifestyle with her Chilean heritage.”
Mtv Tr3s Expands Music Programming Strategy Team
“MTV Tr3s has expanded its music programming strategy team by promoting Jesus Lara to Senior Vice President, Music and Talent and hiring Michael Galbe as Vice President, Music and Talent, it was announced today by Lucia Ballas-Traynor, Senior Vice President and General Manager for MTV Tr3s. Jose Tillán, recently promoted to the new position of Senior Vice President, Content and Music for MTV/VH1 Latin America, will continue playing a strategic role with MTV Tr3s.
In addition to overseeing the MTV Tr3s music programming strategy, Lara will also be responsible for the pan-regional music and talent strategy for MTV and VH1 in Latin America, reporting to Tillán.
In both roles, Lara will be the primary liaison between MTV Tr3s and MTV/VH1 Latin America and artists, record labels, management companies and talent agencies. Lara will oversee the talent needs for both MTV Tr3s and MTV/VH1 Latin America including events airing in both the U.S. and Latin America such as “Los Premios MTV,” and “MTV Unplugged.”
“Jesus is an accomplished, creative, and vision-oriented music executive who has a unique understanding of the passion Latino youth have for music. He has been integral to our efforts to position MTV Tr3s as a leading music authority and his expanded responsibilities will help us create even deeper relationships between our audience and the artists they love and want to know more about,” said Ballas-Traynor.
“Having Jesus head the Music and Talent Departments reinforces our commitment to music. He will play an instrumental role aligning synergies between the Latin American and the U.S. Hispanic markets,” said Tillán.
Galbe will manage MTV Tr3s talent and music initiatives, and liaison with the Latin and general market entertainment industries. He will help secure and supervise talent for MTV Tr3s programs such as “Mi TRL,” “Sucker Free Latino” and “Rock Dinner,” as well as managing and developing initiatives that reinforce the MTV Tr3 brand on and off the channel, such as concert tours, music events, and retail presence. Galbe will report to Lara.
About the individuals
Jesus Lara has been a key member of the MTV Tr3s strategy committee since 2005, helping to plan and launch the channel. As Vice President, Music Marketing and Talent/Artist Relations, he has helped develop and execute key multiplatform franchises such as “MTV Tr3s Artist of the Month” and “Descubre & Download.” He has also developed key music marketing campaigns between the network and artists such Enrique Iglesias and Maná. Previously, Lara was Vice President, Music Marketing and Talent/Artist Relations for MTV International where he researched, identified and developed international music marketing opportunities such as Coldplay Live launch , Shakira 5 Star, Tour de Franz Ferdinand and Sum 41 around the world in 14 days, among others. He created the first ever, international multi-platform (on air, online and mobile) music initiative MTV 5 Star, launched in November 2005, with Shakira’s Oral Fixation, Volume 2.Before joining the MTV family in 2004, Lara was with EMI Music Latin America. During his tenure with EMI, he successfully oversaw the panregional marketing campaigns that established international artists such as Robbie Williams, Norah Jones, Gorillaz, Coldplay, Tiziano Ferro, Thalia, and Carlos Vives. For EMI Music Mexico, he led a crucial restructuring effort that resulted in the label’s renewed market competitiveness.
Lara’s music management career began in 1992 when he co-founded MATT Entertainment, an artist management company.
Lara earned an MBA with honors from the Thunderbird Garvin Graduate School of International Management and a BA in International Business from Florida International University.
Michael Galbe is joining MTV Tr3s from Jive Records/SONYBMG where, as Senior Director of International, he developed and executed worldwide marketing campaigns for superstar artists such as Britney Spears, Usher, Ciara, PINK, Nick Lachey, Backstreet Boys, N SYNC, and Justin Timberlake. Before Jive, he was Senior Marketing Manager at Warner Music Latin America, working with such artists as Maná, Café Tacuba, Laura Pausini, Alejandro Sanz and Luis Miguel.
Galbe developed his love for music in his native Miami, self-publishing and distributing a music magazine, Bizarre, which featured such groups as REM, Echo and the Bunnymen, Depeche Mode, Forget the Name, The Cure and others. He graduated from Columbia University in New York with a BA in economics and a minor in New York club life.
MTV Tr3s is 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, MTV Tr3s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate US Latino hybrid identity and culture.
MTV Networks Latin America, Inc., a unit of Viacom International Inc. (NYSE: VIA, VIA.B), owns and operates MTV Latin America, Nickelodeon Latin America, VH1 Latin America, Viacom Networks Brazil and the MTV Networks Digital Suite, a package of five digital services – MTV Jams, MTV Hits, VH1 Soul, VH1 Mega Hits and Nickelodeon’s GAS (Games and Sports for Kids). MTV Networks Latin America also connects with its audiences interactively through its websites: www.mtvla.com, www.mundonick.com and www.vh1la.com, as well as through its broadband and community sites: www.mtvrevolution.com and www.lazona.com. “
MTV Tr3s Captures the Heart and Soul of Latino Youth in “Tu Pride’ Image Campaign
“The newest image campaign from MTV , “Tu Pride,” (Your Pride) features real Latino youth filmed in genuine locations in both emerging and established Latino markets on both coasts. The unscripted 30-60 second mini-documentaries explore forms of cultural expression and passion points that are unique to the lifestyles and experiences of Latino youth such as pride, family and spirituality and are set to a soundtrack of music by emerging Latino artists.
“To embody the MTV Tr3s audience in an authentic manner and to give them a voice, we need to go beyond reflecting their faces,” said Lucia Ballas-Traynor, SVP and general manager of the bilingual network. “We’ve heard them say over and over again that they are tired of simplistic and stereotypic images. We need to involve them in the process of creating content and images that represent them and the wide cross-section of young Latinos. Is it our mission and duty to reflect their optimism, aspirations, dreams and hard-earned attainment. They spoke and we listened.”
“Tu Pride” features the stories of young Latinos such as Talisha Romero from Denver who tells the story of why being part of a Latina sorority has been so important to her; Bobbie Martinez from California who’s the #2 ranked surfer in the world; Michael Rivera from Atlanta who’s proud of the low-rider car club he founded; and Melissa Pabon of New York who expresses pride as a professional salsa/mambo dancer. These and other young Latinos offer an intimate view on aspects of their culture that make them especially proud. As each story ends, a graphic heart superimposes on screen, beats over the storyteller’s chests and evolves into the MTV Tr3s logo.
“Our goal for “Tu Pride’ from the onset was to tell real stories, keeping the emotions as raw as possible, so that we could be true to our mission of creating a cultural destination Latino youth are proud to call their own,” added Amy Campbell, VP of On-Air Promos, MTV. “We delved deep into the hearts of Latino youth by allowing them to speak with passion and honesty about the things in their lives that matter the most. We spent time with each of them in their environments and made sure to authentically capture their lives with true emotion and great depth.”
A total of 17 mini-films comprise the “Tu Pride” campaign, which begins airing on MTV Tr3s on May 1, 2007. An online extension at mtvtr3s.com will allow for deeper exploration of the music and stories featured in the spots and will invited viewers to participate in the campaign by commenting on the stories and sharing their own thoughts on pride.
MTV’s Director/Writer, On-Air Promos Evan Silver was the director; David Grad, MTV Producer of On-Air Promos produced the spots. World-renowned cinematographer Jerry Risius, fresh back from filming docs in the Sudan and Lebanon, was hired to capture the richness of Latino culture, diverse areas and communities and the importance of music to all of the story tellers’ lives.
The mini-films were shot in hi-definition in 24p, wide screen and edited over six weeks by Brad Turner and Eben Bull for Post Millennium. Transistor L.A. created the iconic heart graphic seen at the end of each spot; Micah Kirz of Moving Images was the colorist and Paul Goldman of Eargoo was the sound mixer.
MTV Tr3s is 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, MTV Tr3s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate US Latino hybrid identity and culture.”
Voz Latina 2007: Conference to Address Innovative Ways to Reach the Expanding Hispanic Market
“Leveraging the exponential growth and buying power of the Hispanic market, Adweek Magazines and Adweek’s Marketing y Medios will host the third annual VOZ LATINA conference, presented by CityReach Latino and held in conjunction with the Billboard Latin Music Conference & Awards, on Thursday, April 26th 2007 at the InterContinental Miami. In addition, Adweek’s Marketing y Medios will reveal the Best Hispanic Spots of the Year at Thursday’s luncheon.
The 3rd annual Hispanic Best Spots will honor the best television commercials of 2006 targeting U.S. Hispanic consumers. Over 200 spots were submitted this year, and for the first time, four executive creative directors from Hispanic ad agencies in New York were asked to choose the top commercials that ran last year in the Hispanic marketplace: Roberto Alcázar of EO Agency, Gustavo Asman of winglatino, Mauricio Galván of The Vidal Partnership and Antonio López of Conill New York lead the charge to pick what represented outstanding original content coupled with the best Hispanic insights in 2006.
“From online and multi-channel marketing to branded entertainment and celebrity endorsements, VOZ LATINA 2007 will provide effective and cutting-edge strategies to help grab the attention of the rapidly growing Hispanic market,” said Matt Pollock, Director of Multi-Brand Conferences for Nielsen Business Media. “VOZ LATINA 2007 is a must-attend event for those responsible for reaching this important group of consumers.”
The unique one-day conference will coincide with the Billboard Latin Music Conference & Awards. VOZ LATINA attendees will receive a complimentary pass to the awards and pre/post parties. Program highlights include:
– Maximizing Your Endorsements and Partnerships with Hispanic Celebrities
– Differentiating Hispanic Consumers from General Market: The Latino Filter
– Hispanic Consumers in the Multicultural Marketing Equation
– Mobile Meets Out-of-Home
– Agency Creative Panel
– Best Hispanic Spots of the Year Luncheon
– The Small Screen: The Platform of the Future
– Exclusive Research Update: How do Hispanics Consume Media
– Tapping into the Hispanic Market Online
– Winning with Hispanics at Retail
– Hispanic Youth Panel
– Bonus Programming””VOZ LATINA registrants are invited to attend these four star-studded Billboard events:
1. The Billboard Q&A””Billboard presents an exclusive Q&A with leading Latin music artist, Juanes.
2. The Billboard Bash””The official pre-awards show party with red carpet appearances, presentations and performances by 2007 Latin Billboard Music Award finalists.
3. The Billboard Latin Music Awards””This live awards show, produced and broadcast by Telemundo, honors the biggest and brightest stars in the industry.
4. The Official Billboard After-Party at Bongos””Miami’s hottest VIP party of the year with Billboard Latin Music Awards winners and guests.
Presented by CityReach Latino and co-sponsored by MSN Latino, Language Line Services, Yahoo! Telemundo, The Nielsen Company, Pump Audio, Univision Radio, Alloy Media + Marketing and Tu Ciudad, VOZ LATINA is the definitive Hispanic marketing conference””reaching the growing Hispanic population through powerful and significant entertainment, retail, mobile and online marketing strategies. VOZ LATINA 2007 featured speakers include:
– Sergio Alcocer, President / Chief Creative Officer, LatinWorks
– Nancy Ayala, Editor, Adweek’s Marketing y Medios
– Lucia Ballas-Traynor, Senior Vice President, General Manager, MTV Tr3s
– Adam Chandler, Director, U.S. Sales, Yahoo! Telemundo
– Greg Cunningham, Group Marketing Manager, Target
– Doug Darfield, Senior Vice President, Hispanic Services, Nielsen Media Research
– Danna Garcia, Actress and Spokesperson for Garnier and Maybelline
– Jennifer Grazel, Interactive Marketing Director Americas, GE Money
– Jacqueline Hernández-Fallous, Publisher, People en Español
– Anne Howard, Director of Online Services, La Agencia de Orcí
– Felipe Korzenny, Ph.D., Professor and Director of the Center for Hispanic Marketing Communication, Florida State University, and Cheskin Co-Founder
– Jorge Loperena, Director Hispanic Marketing, Southwest Airlines Vacations
– Marcus Owenby, Director of Hispanic Marketing Operations, AT&T Mobility
Gonzalo Perez, Director, Multicultural Research and Consumer Insights, MTV Networks
– Tru Pettigrew, President, Alloy Access, the multicultural and urban division of Alloy Media + Marketing
– Stephanie Rinaldi, Vice President, Multi-Ethnic Marketing & Promotions, Maybelline New York-Garnier
– Thomas Schimoler, Creative Director, The Vidal Partnership
– Carlos Tornell, Creative Director, OLE
– Daniel Villarroel, Director, Multi-Ethnic Marketing for Maybelline New York-Garnier
For more information or to register, please visit www.marketingtohispanics.com. To register for press credentials, please contact Megan Levinson, The Rosen Group, 212.255.8455, ext 213 or Megan@rosengrouppr.com
About Nielsen Business Media
Nielsen Business Media is a leading market-focused provider of integrated information and sales and marketing solutions, helping businesses go to market more effectively and efficiently.Serving seven major market groups, and 30 individual markets, spanning the entertainment, media and marketing, retail, travel and performance, design, and life sciences industries, Nielsen Business Media provides business-to-business products and services in print, online and in person.
With 42 publications, over 60 trade shows and 185 digital products and services, Nielsen Business Media offers insight, analysis and face-to-face contacts to help professionals better understand their markets, serve their customers and grow their businesses. “
“April 17, 2007–MTV Tr3s and KBEH-Channel 63 have announced a unique and exclusive Fiesta Broadway that brings some of young Latinos’ favorite artists to the famed Los Angeles street fair on April 29.
The triple Latin Grammy-winning Calle 13, widely lauded for their highly original and alternative brand of reggaeton, headlines the MTV Tr3s/KBEH-Channel 63 stage. Also on the MTV Tr3s/KBEH-Channel 63 lineup are Grammy-nominated Latin pop singer and actress Jennifer Peña, Latin Grammy-nominated Mexican pop trio Reik, West-coast rapper Malverde, and the pioneering and Grammy-award winning fusion artists Ozomatli.
The mix of Latino Pop, Latin Rap, Rock and Reggaeton that MTV Tr3s and KBEH-Channel 63 are bringing to Fiesta Broadway is a reflection of the music young Latinos have told the bilingual network they want to hear. It also reflects the mix of established and emerging artists central to MTV Tr3s music strategy.
“MTV Tr3s fills an entertainment void for young Latinos by showcasing music and artists that are rooted in a blend of Latino and American sounds and experiences,” said Lucia Ballas-Traynor, SVP and General Manager of MTV Tr3s. “Our Fiesta Broadway line-up mirrors the unique musical tastes of today’s young Latinos.”
Participating in Fiesta Broadway was a must for MTV Tr3s broadcast affiliate KBEH-Channel 63. “Our young Latino viewers rightfully expect that we will bring their favorite artists to the most important Latino event of the year and the MTV Tr3s/KBEH-Channel 63 line up really delivers,” said Robert Behar, president and chief executive officer, Bela Broadcasting, LLC, which owns KBEH.
LOCATION AND SCHEDULE
The MTV Tr3’s/KBEH-Channel 63 Fiesta Broadway stage will be located at the intersection of Hill and 7th Streets in downtown Los Angeles on Sunday, April 29. The performances start out at 1:30 PM with the smooth Latin pop sounds of Reik and Jennifer Peña and the volume starts getting pumped up at 3 PM with Malverde, Ozomatli and Calle 13:
1:30 PM – Reik
2:15 PM - Jennifer Peña
3:00 PM – Malverde
3:45 PM – Ozomatli
4:30 PM – Calle 13A televised 2-hour block, “MixMex Presents: Fiesta Broadway Special” will be broadcast on MTV Tr3s on Saturday, May 5th at 3:00 PM Eastern.
MTV Tr3s is 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, MTV Tr3s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate US Latino hybrid identity and culture. “
MTV Tr3s Launches First Bilingual Mobile Channel Targeted to Latino Youth
“MTV Tr3s has launched the first cross-carrier, bilingual, mobile channel targeted to Latino youth, it was announced today by Christina Norman, President, MTV. The new mobile channel, MTV Tr3s Mobile, is music focused and features the same artists as on the TV channel’s playlist including popular American artists such as Nelly Furtado, Akon and Fall Out Boy, and Latino artists such as Luis Fonsi and Paulina Rubio. There are also ringtones and mobile content from hit MTV Tr3s shows such as “Mi TRL,” “Pimpeando,” “Descubre & Download,” “Dance Adictos,” “Wrestling Society X,” and the recently announced “Road to Menudo.”
“The feedback from the audience to MTV Tr3s to date has been incredible – so much so that the audience was requesting more MTV Tr3s on the variety of platforms they use, from the web to mobile. We are dedicated to delivering a customized experience for young Latinos and MTV Tr3s Mobile is the next step to driving unique connections and engagement with the music and content the underserved US Latino youth population craves,” said Norman.
Research shows that ethnic groups are leading the digital media revolution, even more so than the general teen population, particularly when it comes to embracing new technologies. They are more apt to own the latest technology and consume video across mobile screens. For example, 63% of Latinos own a media-capable cell phone compared to 46% of non-Latinos and are 23% more likely to use their cell phones to watch video content according to MTV Networks’ Slivered Screen research.
“Young Latinos are highly engaged with media and are some of today’s biggest mobile media consumers,” said Lucia Ballas-Traynor, SVP and General Manager of MTV Tr3s. “This is evidenced by the thousands of unique MTV Tr3s viewers who are using SMS or TXTO for shout outs and dedications across a range of our programs. MTV Tr3s Mobile will perfectly suit their lifestyle.”
MTV Tr3s Mobile original programming includes:
– Artist interviews from Mi TRL
– Video clips from Pimpeando
– Descubre & Download - Video and artist interviews of designated MTV Tr3s up-and-coming artists
– Dance Life “Dance Adictos” - Clips of on-air show and Latin dance instructionals available on mobile.
– Wrestling Society X - Extra scenes, matches and rants available on mobile that are not seen on-air. In addition, there are demonstration clips available for each wrestler’s signature move.
– Road to Menudo - Casting try-out clips of both the really good and really bad available on mobile. There are plans for more mobile-centric content to roll-out as the show progresses
Additional made-for-mobile MTV Tr3s programming will be rolled out over the next few months.
MTV Tr3s is 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, MTV Tr3s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate US Latino hybrid identity and culture. “
The Search Is On MTV and MTV Tr3s join forces to find the next Menudo Beginning on March 31
“The search to recreate Menudo, one of the biggest and most successful Latin pop singing groups, gets underway on March 31 in Los Angeles, followed by casting sessions in Dallas, Miami and New York through the end of April. MTV Tr3í¬s will chronicle the entire journey of thousands from the first audition to the last, culminating with the selection of seven finalists in “Road to Menudo” which debuts on May 12. The road continues on MTV this fall when the band will dwindle down to the five final members of the new Menudo as the channel air the 10-episode reality series title TBD.
Reveille is producing the MTV series in association with Road Games and Menudo Entertainment. Reveille, producer of the two-time Golden Globe winner and Latin crossover hit “Ugly Betty,” is expert in developing programming with multilingual appeal. The company also produces the Emmy Award-winning “The Office,” “Nashville Star” and “The Biggest Loser,” to name just a few.
Once selected, Menudo will be part of the Epic Records family. The partnership between Epic and Menudo kicks off with a first single in July and the group’s “debut” album in December 2007.
MTV Tr3í¬s will document the nationwide search to find the talented and hungry young artists that will get their shot at making it big in the fast-paced world of the music industry. Four casting sessions will take place beginning in the Los Angeles community of Lynwood on March 31st at Plaza Mexico; in Miami on April 14th at Bayside Marketplace; in Dallas on April 21st at the Valley View Mall; and in New York on April 28th at the Queens Center Mall in Queens. Celebrity judges along with renowned music manager, Johnny Wright will be on hand to audition teenage boys on their natural singing and dancing abilities, charisma and stage presence. The auditions are open to males who are at least 15 years old and appear to be less than 19 years old. All contestants will be asked to sing a song, in English or Spanish, from a pre-selected song list available on mtvtr3s.com. A legal guardian who can sign a release must accompany contestants under 18. Complete eligibility requirements are available at mtvtr3s.com.
“The Menudo series will introduce an entire new generation to a cross-cultural music phenomenon that once captured the hearts and minds of music fans all over the world,” said Lois Curren, President, Entertainment and Programming, MTV. “The series is poised to deliver content that connects deeply with our audience by giving them unlimited access across all our screens, to the young and talented hopefuls aspiring to join Menudo and win their spot on the world stage.”
MTV Tr3í¬s’ “Road to Menudo” which begins on May 12, will include four half-hour shows that take viewers to all auditions and give them front-row access to all the anticipation and excitement. After the casting sessions, 12 semi-finalists will be picked and each one will be featured in short form capsules that will introduce the potential band members to multiple MTV audiences across all MTV screens. MTV Tr3í¬s’ will also air a 1-hour special in July, “Road to Menudo: The Finals,” where the members of the new Menudo will be revealed.
MTV Tr3í¬s will also produce a four-part series, “Road to Menudo Presents: De La Calle to the Stage” that showcases musical success stories from the Menudo audition cities such as Miami’s Gloria Estefan and PitBull and New York’s Jennifer Lopez, Marc Anthony and Fat Joe.
Online, mtvtr3s.com and myspace.com/mtvtr3s will feature “Road to Menudo” details including casting information, audition highlights and early audience favorites.
MTV Tr3í¬s Radio and VH1 Radio affiliates in the audition cities will feature on-air Menudo trivia contests for prizes, interviews with the judges and live remotes at auditions with contestant interviews.
“MTV Tr3í¬s has set out to create and define a new generation of Latino pop music and culture and what better expression of that than helping to discover the new Menudo, the biggest brand in Latin pop music over the last thirty years,” said Lucia Ballas-Traynor, SVP and general manager of MTV Tr3í¬s. “The new Menudo will be reflection of our audience in every way and we are going all out to ensure that every talented teenage boy across the country has a shot at stardom. It’s another way MTV Tr3í¬s is providing a voice to young Latinos.”
Additional summertime Menudo programming on MTV Tr3í¬s will include a half-hour special on the history of Menudo; “Fans of Menudo,” a trivia game between parents and teens; “History of Boy Bands,” a 30-minute look at the biggest and most successful boy bands of all time (Menudo, NKOB, BSB, NSYNC, Barrio Boys, Proyecto Uno, etc); and “Life after the Band,” a half hour show featuring videos from the solo careers of boy band members (Ricky Martin, Robby Rosa, Justin Timberlake, Robbie Williams, Ashley Parker Angel.)
The MTV series will follow the new Menudo’s rise to super pop stardom and feature the band recording their first album together, learning about the music industry and interacting with legendary icons who will offer personal and professional advice along the way. As fans see the band struggle to become a cohesive unit, the guys will have to learn how to overcome their differences, challenges and rigorous work schedules during this crucial time in their career.
The original Menudo, which took the US and Latin America by storm during its run in the late 70s and 80s, recorded 35 albums and sold more than 40 million records and set concert attendance records worldwide and produced superstars Ricky Martin and Robby Rosa. The new Menudo will record a contemporary hip urban/Latin rhythmic sound and will be managed by Menudo Entertainment and legendary manager Johnny Wright who has worked with *NSYNC, Backstreet Boys and Justin Timberlake as a solo artist.
Rod Aissa is executive in charge of production for MTV. Lily Neumeyer is executive in charge of production for MTV Tr3í¬s.
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world’s leading creators of programming and content across all media platforms. MTV Networks, with more than 120 channels worldwide, owns and operates the following television programming services – MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 95 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.
MTV Tr3í¬s is the most-widely distributed TV network dedicated to superserving today’s bicultural Latino youth. MTV Tr3í¬s’ programming is rooted in the fusion of American and Latino music, cultures, lifestyles and languages. Music programming is at the core of MTV Tr3í¬s and the channel features hitmakers, emerging artists and new sounds that resonate with young U.S. Latinos. In addition to music programming, MTV Tr3í¬s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate US Latino hybrid identity and culture.
Reveille is a leading independent production and distribution company focused on exploiting worldwide intellectual property rights through scripted and alternative television formats. Launched in 2002 by Ben Silverman, the company produces innovative entertainment programming across all television genres such as the Emmy Award-winning “The Office” (NBC), which has also received two Television Critics Association Awards and a Screen Actors Guild Award; “Ugly Betty” (ABC), winner of two Golden Globe Awards and a Screen Actors Guild Award; “The Biggest Loser” (NBC); “Identity” (NBC); “House of Boateng” (Sundance Channel); “30 Days” (FX); “Blow Out” (Bravo); “Bound For Glory” (ESPN); “Nashville Star” (USA); “Date My Mom” (MTV); and “The Restaurant” (NBC). Reveille is also the world leader in creating integrated marketing opportunities for leading advertisers while developing alternative financing paradigms. In addition, Reveille’s growing library of programming is distributed to more than 150 countries worldwide through Reveille International. The company also creates, acquires and develops a broad slate of diverse films through its feature film division, Reveille Motion Pictures. Reveille maintains offices in Los Angeles and New York.
Epic, a division of Sony BMG Entertainment, is a trailblazing multi-media entertainment company and the creative habitat of some of today’s most vital and diverse musical artists such as Shakira, Jennifer Lopez, The Fray, Natasha Bedingfield, Matisyahu, Fiona Apple, Incubus and Los Lonely Boys to name a few.”