Shift in Strategy for MTV Tr3s

NEW YORK: Oversight for MTV Networks’ Tr3s channel, targeted to U.S. Hispanic viewers, is being taken over by MTV Networks Latin America and its programming slate expanded in its bid to appeal to a "wider spectrum of the Latino audience."

Sofia Ioannou, managing director of MTVN Latin America & Canada, is expanding her remit to include the U.S. Hispanic market. And John Mafoutsis, senior VP of brand solutions for MTVN Latin America & Canada, will also expand his role to include Tr3s, José Tillán will continue to serve as general manager and executive VP of the channel, and  Luisa Fairborne remains as director of advertising sales of Tr3s. The channel is also changing its name to Tr3s: MTV, Música y Más as it expands its programming lineup.

“Amplifying the Tr3s brand to embrace more aspects of Latino life and culture is key to our growth,” commented Ioannou. “With more than 48 million strong, the Hispanic community is a driving force in the U.S., as it continues to influence the cultural, political and economic landscape of our country. Evolving Tr3s to broaden our audience connection and reflect the life and experiences of our Latino audience could not come at a better time.”

“MTVNI’s mission is to take world class content and creative and deliver it in culturally and geographically relevant ways and Tr3s is the latest example of this,” added Bob Bakish, president of MTV Networks International. “We strongly believe that we will build off the channel’s momentum and that Tr3s will benefit from our expertise working across brands, demographics and geographies.”

The channel will keep music and MTV programming as a key part of the grid, but its prime-time slate will be expanded to pick up a broader audience outside its core 12 to 34 set and encourage co-viewing among teens and parents. “This strategy is in response to the ongoing dialogue we have with our audience who want us to expand our cultural connections to reflect more aspects of their unique lifestyle and their own personal identity,” said Tillán. “We are confident that by expanding our content offering we will deepen our connection with this vibrant and growing Latino audience while building new and creative client synergies.”

New shows for the channel include The George Lopez Show, Lucha Libre: USA Masked Warriors and the telenovelas Juegos Prohibidos and Niñas Mal.