DIRECTV Más launches A Toda Música.

DIRECTV Más˙, DIRECTV’s Spanish- and English-language programming service, launched A Toda Música (ATM), an exclusive music video channel created for lovers of regional Mexican music living in the U.S.

The launch event for the channel will be part of the monitorLATINO music conference in Los Angeles at the Pacific Palms Resort where the legendary regional Mexican group, Los Tigres del Norte will serve as ‘Padrinos’ (Godfathers) for the channel. ATM is a music channel that brings the best of the Mexican Regional genre both from Mexico and the U.S including Norteño, Banda Sinaloense, Duranguense, Sierreño, De tierra Caliente, Balada Grupera, Regional Hip Hop, Mariachi, Tropical and Tex Mex.

“DIRECTV Más is proud to bring A Toda Musica to our customers, we searched for a long time to bring the absolute best regional Mexican music video channel available in the industry,” said John de Armas vice president of WorldDIRECT. “Now, our customers can exclusively experience quality and highly entertaining regional Mexican content in a very intimate setting with the most popular titles and artists. ATM by far surpasses any other music channel in the marketplace today.”

“There is nothing bigger in music today, English or Spanish, than Mexican Regional music. It is so popular, that the artists and the bands that play this music throughout the U.S. perform about 200 concerts per year, per band,” stated Guillermo Santiso founder and CEO of ATM. “Regional Mexican music accounted for more than 46 percent of all Latin music sales in 2006 and 57 percent in 2007 and it continues to climb, which clearly shows the importance of creating a channel like ATM.”