MTV TR3´S launches bilingual mobile channel.

MTV Tr3´s has launched a cross-carrier, bilingual, mobile channel targeted to Latino youth, it was announced by Christina Norman, President, MTV. The new mobile channel, MTV Tr3´s Mobile, is music focused and features the same artists as on the TV channel’s playlist including popular American artists such as Nelly Furtado, Akon and Fall Out Boy, and Latino artists such as Luis Fonsi and Paulina Rubio. There are also ringtones and mobile content from hit MTV Tr3´s shows such as “Mi TRL,” “Pimpeando,” “Descubre & Download,” “Dance Adictos,” “Wrestling Society X,” and the recently announced “Road to Menudo.”

“The feedback from the audience to MTV Tr3´s to date has been incredible – so much so that the audience was requesting more MTV Tr3´s on the variety of platforms they use, from the web to mobile. We are dedicated to delivering a customized experiences for young Latinos and MTV Tr3´s Mobile is the next step to driving unique connections and engagement with the music and content the underserved US Latino youth population craves,” said Norman.

Research shows that ethnic groups are leading the digital media revolution, even more so than the general teen population, particularly when it comes to embracing new technologies. They are more apt to own the latest technology and consume video across mobile screens. For example, 63% of Latinos own a media-capable cell phone compared to 46% of non-Latinos and are 23% more likely to use their cell phones to watch video content according to MTV Networks’ Slivered Screen research.
“Young Latinos are highly engaged with media and are some of today’s biggest mobile media consumers,” said Lucia Ballas-Traynor, SVP and General Manager of MTV Tr3´s. “This is evidenced by the thousands of unique MTV Tr3´s viewers who are using SMS or TXTO for shout outs and dedications across a range of our programs. MTV Tr3´s Mobile will perfectly suit their lifestyle.”

Additional made-for-mobile MTV Tr3´s programming will be rolled out over the next few months.