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MTV Tres, the nine-month-old bilingual cable network that targets young U.S. Latinos, said Wednesday that it has greenlighted 12 new original productions, including new music-based programming, a handful of lifestyle shows and several interactive series, and renewed another dozen shows.
The network, which launched in September and is available in more than 28 million households (including nearly half of all Hispanic TV households), is planning to present advertisers with its programming slate during a six-city trip that kicked off Wednesday in San Antonio.
“When MTV Tres launched, our goal was to validate the fast-growing and influential Latino youth segment with the creation of an MTV-style pop-culture entertainment TV network, and we are well on our way,” said Lucia Ballas-Traynor, senior vp and GM of the network. “MTV Tres programming captures young Latinos’ celebratory spirit, the duality of their lives, their attitudes and Latin pride and passion and tells their stories the way they want them told.”
Among the new shows greenlighted for 2007-08 are three music-based original series intended to introduce “new ways to deepen the audience’s connection with their favorite artists,” MTV Tres said.
The new shows include “Rock Dinner,” in which a viewer will get a surprise superstar dinner guest who ends the night by playing an acoustic set for the viewer and their friends and family.
In addition, “Hachetetepe” will feature artists in giving a firsthand narrative as they record their day-to-day experiences both on video and an exclusive blog, while “Tour-ismo” is described as a “provocative” travelogue for touring musicians.
Also among the new programs are four shows designed to showcase the lifestyle and identity of young Latinos, including dance-themed “Bust a Ritmo,” wherein a participant tries impress family and friends with new moves; documentary series “Tres.docs,” which covers issues relevant to young U.S. Latinos; fashion-themed “Fashionista”; and “Drive in Cinema,” which combines car culture and movies.
Meanwhile, MTV Tres said it is taking “engagement to a whole new level” with a handful of new interactive offerings, including pop-culture quiz show “Efe o Efe”; video series “Videolucha” and “6 Degrees”; and “Dame Un Break,” which provides unsigned acts (the viewers themselves) with the opportunity to be discovered.
“Our audience has very high standards and has been extremely open with us about what they want to see,” vp programming and production Lily Neumeyer said. “MTV Tres listens to our audience, responds with programming and in this sense is truly co-creating our network with today’s young Latinos.”
The returning shows include video countdown show “Mi TRL,” lifestyle series “Quiero Mis Quinces,” car-themed “Pimpeando” and music-centric “Artist of the Month,” “Descubre & Download,” “Sucker Free Latino” and “Indie 101.”
Also returning is the interactive “TXTO,” where viewers use SMS for “shoutouts and dedications,” along with new series “UrbTXTO,” which focuses on urban music and artists.
The special “Los Premios MTV” also will be back. In addition, there are several “MTV Unplugged” specials in the works for 2008.
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