Generation Next … En Español Please …

How important is Español? Ask MTV.

The premier youth-oriented network, which practically defined television targeted at 12 to 34 year-olds, plans to launch the bilingual MTV Tr3s network this fall. That’s right, bilingual. Pronounced tres, meaning three in Spanish, the reformatted and redesigned version of its Spanish-language MTV en Español will air English and Spanish music videos, lifestyle series, and documentaries.

At first glance, the move from strictly Spanish to a bilingual format seems to be a rejection of Spanish. Actually, it’s just the opposite.

The move to a fully bilingual, and bicultural, network format is, in fact, a testament to the vibrancy and vitality of Spanish among the next generation of Latinos in this country.

Why? Because if it were strictly about language, about delivering and receiving information in English, they already do that with the original MTV. Why would anyone go to the enormous expense of putting out a whole new network, with the colossal cost of equipment, technicians, talent and everything else that it takes, if they’ve already got one that satisfies that market?

The programming change is a recognition of the bicultural character and taste of a young Latin audience that enjoys English-language rock and hip hop, but clings to its Spanish-language roots. Young, U.S.-born Latinos like Latin rock, reggaeton just as much. They want their MTV Tr3s – with Eminem and Daddy Yankee, Mana and OutKast.

It’s about Hispanic U.S.A., a whole new cultural landscape evolving in this country, with roots in both the American and Latino traditions. This new demographic phenomenon is as distinctly American as American culture itself, yet distinctly Latin as well – and determined to hold on to the Spanish language.

The change is a strong answer to those who contend that Spanish has a limited future in the United States. They’ve been saying the same thing for 25 years, even while the use of Spanish has continued to grow. Their argument continues to be that Hispanics who are born and raised in the United States will stop speaking Spanish.

Fine theory, if only reality didn’t intrude. In fact, young latins are holding on to their Spanish, and ardently maintaining the connection to their culture. Studies repeatedly have shown that these second- and third-generation Hispanics buck the trends of previous immigrant groups. Rather than shedding the language of their parents and grandparents, they revel in it To put it simply, as the head of MTV Tr3s did recently, “Hispanic youth is very comfortable with both languages.”

“MTV Tr3s will be the validation, voz and vida of young U.S. Latinos by celebrating their influence, cultures and languages,” Lucia Ballas-Traynor, the network’s general manager, said in announcing the new venture.
What she means is that the battle for this massive market segment is on, and English is not enough. To win here, se habla Español.

By Jose Cancela

Jose Cancela is Principal of Hispanic USA Inc a full service Hispanic market consulting firm. jo**@*********sa.net