MTV Tres dials mobile initiative

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NEW YORK -- MTV Tres said Tuesday that it has launched a cross-carrier bilingual mobile initiative targeting Latino youths.

The channel, MTV Tres Mobile, is designed to complement the programming on Tres, MTV's network for Latino youth, which launched in September.

"The feedback from the audience to MTV Tres to date has been incredible," MTV president Christina Norman said. "MTV Tres Mobile is the next step to driving unique connections and engagement with the music and content the underserved U.S. Latino youth population craves."

Tres' mobile platform will be highlighting "Descubre & Download," which presents video and interviews of up-and-coming artists. "It's not just about the established artists and hitmakers," said Lucia Ballas-Traynor, senior vp and GM of Tres. "Our young folks want to know who's next."

The network also has high hopes for "Road to Menudo," a reality show debuting May 12 about re-creating the popular Latino boy band for a new generation. Tres Mobile will feature more casting clips from hopeful contestants and other original content as the show progresses.

The mobile channel also will feature artist interviews from "Mi TRL," clips and instructionals from "Dance Adictos" and the Jennifer Lopez-hosted "Dance Life" along with video clips from "Pimpeando," a Latino-themed "Pimp My Ride." Tres will present more mobile content in the coming months.

The network stressed that this is an important initiative to undertake because, according to their research, young Latinos use features like the Internet on their mobile devices more deeply than youths of other ethnicities.

"You can't use one single platform to reach the Latino youth," Ballas-Traynor said. "Viewers want more content and different content, and this will deepen the experience that they get on air."
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