Monday, May 17, 2010

Bienvenido Tr3s: MTV, Musica & Mas! MTV Tr3s Amplifies Its Programming Slate to Superserve a Wider Spectrum of Its Latino Audience With Content That Delivers MTV, Music and More

NEW YORK and MIAMI, May 17 /PRNewswire/ -- MTV Tr3s, a unit of Viacom Inc. ( VIA, VIA.B), will announce at its May 19th 2010 Upfront that it will amplify its US Hispanic offering to appeal to a wider spectrum of the Latino audience. Tr3s: MTV, Musica y Mas will expand its offering to deliver a broader scope of content. As part of this strategy, Tr3s will align and build synergies with MTV Networks International's (MTVNI) US Hispanic & Latin American operations in Miami under the leadership of Sofia Ioannou who will expand her remit as Managing Director of MTVN Latin America & Canada to include US Hispanic. John Mafoutsis, Senior Vice President of Brand Solutions for MTVN Latin America & Canada will also expand his role to include Tr3s, Jose Tillan will continue to serve a General Manager & Executive Vice President and Luisa Fairborne as Director of Advertising Sales of Tr3s. The newly named Tr3s: MTV, Musica y Mas and programming line-up kicks off on July 12th, 2010.

"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 US, as it continues to influence the cultural, political & 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, MTVNI. "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."

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