Puerto Rico latest step in MTV worldwide plan
Sunshine Slate
March 3, 2005
MIAMI -- With operations throughout Latin America, Asia, Russia and now Africa, MTV's relentless march across the globe continues full speed. But closer to home it was only in August that the company launched MTV Puerto Rico, an outlet that just this week moved from 12 hours to 20 hours of daily programming.
Throughout March, the company's "Phase 2" launch in Puerto Rico will include the introduction of two new on-air personalities, a new studio -- and most interestingly, the inauguration of "MTV Puerto Rico Unplugged." The first installment will be taped Friday, featuring veteran Puerto Rican musician-rapper Vico-C (EMI Latin).
Like its counterparts throughout the world, MTV Puerto Rico will offer a wide range of music native to the region as well as a broad selection of Spanish-language rock and pop and English-language releases from the United States and elsewhere.
The opportunity to bring MTV to Puerto Rico came about after the network was approached by Providence, R.I.-based LIN TV Corp., which owns more than two-dozen stations, among them WAPA in San Juan, and other over-the-air outlets on the island.
Asked why broadcast was better than cable in this case, MTV senior vp business development Tony Dunaif said: "We try to do what's most efficient region by region. Just as we customize our content country by country, we also customize our delivery and distribution. LIN is providing a series of broadcast channels that enable us to reach the majority of the island."
Programming will include such MTV staples as "The Osbournes," "Pimp My Ride," "Room Raiders," "Punk'd" and the ubiquitous Nick and Jessica" -- all dubbed in Spanish.
New York-based Dunaif said development of market-specific content is also a priority. He wasn't sure if Vico-C's "Unplugged" or future episodes of the show will ultimately be distributed to MTV's Spanish-language outlets worldwide or MTV2 in the United States, but he agreed it's a good idea.
"You know, we've been so focused on the launch, I haven't thought through distribution on our other platforms yet," Dunaif said. "But clearly, if there's a demand for it we'd love to show it."
Briefly: Elsewhere at MTV in Miami, Pierluigi Gazzolo steps up to MTV Networks Latin America managing director, replacing the exiting Antoinette Zel, who's now at Telemundo. ... Clear Channel radio has flipped another deeply rooted, long-running rock outlet to a new format dubbed Hurban: a mostly-in-Spanish hip-hop, dance, funk and reggaeton station aimed at Hispanics 18-34. Miami-Fort Lauderdale's WZTA-94.9 FM is the seventh of what is expected to be at least 25 major market stations that Clear Channel is converting in its effort to pump up its portfolio of Spanish-language outlets. The move set off another surprise for Miami listeners: Days later, WPYM-93.1, owned by Cox Communications, abruptly chucked its innovative dance format to scoop up all those displaced rock fans. ... Fans at the South Beach Wine and Food Festival waited patiently in two-hour lines this past weekend to meet the Food Network's Rachael Ray, who sold and signed thousands of copies of "Cooking Rocks," her new cookbook for kids. ... The Coconut Grove Playhouse will honor Bea Arthur next week during its annual fundraiser, to be held in conjunction with the opening of "Ann & Debbie," a new play from Lionel Goldstein starring Elizabeth Ashley and Lucie Arnaz.
Throughout March, the company's "Phase 2" launch in Puerto Rico will include the introduction of two new on-air personalities, a new studio -- and most interestingly, the inauguration of "MTV Puerto Rico Unplugged." The first installment will be taped Friday, featuring veteran Puerto Rican musician-rapper Vico-C (EMI Latin).
Like its counterparts throughout the world, MTV Puerto Rico will offer a wide range of music native to the region as well as a broad selection of Spanish-language rock and pop and English-language releases from the United States and elsewhere.
The opportunity to bring MTV to Puerto Rico came about after the network was approached by Providence, R.I.-based LIN TV Corp., which owns more than two-dozen stations, among them WAPA in San Juan, and other over-the-air outlets on the island.
Asked why broadcast was better than cable in this case, MTV senior vp business development Tony Dunaif said: "We try to do what's most efficient region by region. Just as we customize our content country by country, we also customize our delivery and distribution. LIN is providing a series of broadcast channels that enable us to reach the majority of the island."
Programming will include such MTV staples as "The Osbournes," "Pimp My Ride," "Room Raiders," "Punk'd" and the ubiquitous Nick and Jessica" -- all dubbed in Spanish.
New York-based Dunaif said development of market-specific content is also a priority. He wasn't sure if Vico-C's "Unplugged" or future episodes of the show will ultimately be distributed to MTV's Spanish-language outlets worldwide or MTV2 in the United States, but he agreed it's a good idea.
"You know, we've been so focused on the launch, I haven't thought through distribution on our other platforms yet," Dunaif said. "But clearly, if there's a demand for it we'd love to show it."
Briefly: Elsewhere at MTV in Miami, Pierluigi Gazzolo steps up to MTV Networks Latin America managing director, replacing the exiting Antoinette Zel, who's now at Telemundo. ... Clear Channel radio has flipped another deeply rooted, long-running rock outlet to a new format dubbed Hurban: a mostly-in-Spanish hip-hop, dance, funk and reggaeton station aimed at Hispanics 18-34. Miami-Fort Lauderdale's WZTA-94.9 FM is the seventh of what is expected to be at least 25 major market stations that Clear Channel is converting in its effort to pump up its portfolio of Spanish-language outlets. The move set off another surprise for Miami listeners: Days later, WPYM-93.1, owned by Cox Communications, abruptly chucked its innovative dance format to scoop up all those displaced rock fans. ... Fans at the South Beach Wine and Food Festival waited patiently in two-hour lines this past weekend to meet the Food Network's Rachael Ray, who sold and signed thousands of copies of "Cooking Rocks," her new cookbook for kids. ... The Coconut Grove Playhouse will honor Bea Arthur next week during its annual fundraiser, to be held in conjunction with the opening of "Ann & Debbie," a new play from Lionel Goldstein starring Elizabeth Ashley and Lucie Arnaz.
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