MTV TR3´S & Bela Broadcasting enter affiliation agreement.

Viacom’s MTV Tr3´s and Bela Broadcasting have entered into an affiliation agreement that provides MTV Tr3´s distribution over full power broadcast stations in two of the top ten U.S. Hispanic markets, Los Angeles and Phoenix, giving the network an additional 15% national Hispanic market coverage.

“Los Angeles is one of America’s cultural, economic and political epicenters and the new generation of Latinos living in this market will have a key role in reshaping and redefining our country’s future,” said Lucia Ballas-Traynor, senior vice president and general manager of MTV Tr3´s. “KBEH provides MTV Tr3´s with 94% coverage of the most important Hispanic DMA in the country. This is the type of critical reach that is needed to be able to become the voice for a new generation of Latinos and an outlet that can truly influence, create and define Latin culture and spread it beyond the Latino population

“Bela Broadcasting is excited to partner with MTV Tr3´s to give Latino youth a voice. The power of the MTV brand coupled with our full power broadcast reach in critical Hispanic markets provides a unique opportunity to influence the pop culture landscape,” said Robert Behar, president and chief executive officer, Bela Broadcasting, LLC.

Ballas-Traynor added, “Bela Broadcasting’s expertise, insights, passion and entrepreneurial spirit are in perfect alignment with MTV Tr3´s . We are proud to have them represent MTV Tr3´s in our top markets.”