Tr3s 2010-2011 Upfront.

MTV Tr3s announced at its May 19th 2010 Upfront that it will amplify its US Hispanic offering to appeal to a wider spectrum of the Latino audience. The newly named Tr3s: MTV, Música y Más will expand its offering to deliver a broader scope of content. As part of this strategy, Tr3s will align and build synergies with MTV Networks International’s (MTVNI) US Hispanic & Latin American operations in Miami under the leadership of Sofia Ioannou who will expand her remit as Managing Director of MTVN Latin America & Canada to include US Hispanic. John Mafoutsis, Senior Vice President of Brand Solutions for MTVN Latin America & Canada will also expand his role to include Tr3s, José Tillán will continue to serve a General Manager & Executive Vice President and Louisa Fairborne as Director of Advertising Sales of Tr3s. Tr3s: MTV, Música y Más — will make its debut on July 12th, 2010.

“Amplifying the Tr3s brand to embrace more aspects of Latino life and culture is key to our growth,” commented Ioannou. “With more than 48 million strong, the Hispanic community is a driving force in the US, as it continues to influence the cultural, political & economic landscape of our country. Amplifying Tr3s to broaden our audience connection and reflect the life and experiences of our Latino audience could not come at a better time.”

“MTVNI’s mission is to take world class content and creative and deliver in culturally and geographically relevant ways – Tr3s is the latest example of this,” added Bob Bakish, President, MTVNI. “We strongly believe that we will build off the channel’s momentum and that the new Tr3s will benefit from our expertise working across brands, demographics and geographies.”

Tr3s will continue to celebrate the bi-lingual and bi-cultural reality of its audience with a look and feel that embraces the trilogy of their culture – Latin American roots plus their American life equals today’s US Latino. While music and MTV programming will remain a very important part of Tr3s, the brand will expand its content offering to appeal to a wider spectrum of its 12-34 audience.

“This strategy is in response to the ongoing dialogue we have with our audience who want us to expand our cultural connections to reflect more aspects of their unique lifestyle and their own personal identity,” said Tillán. “We are confident that by expanding our content offering we will deepen our connection with this vibrant and growing Latino audience while building new and creative client synergies.”

Tr3s will increase its original productions and key acquisitions, as well as tap into MTVN’s vast library of content around the world to focus on three key lifestyle aspects of Latinos – Music, the heart and soul of Latino life , Making It with success stories of Latinos achieving the “Latino American dream”; and Milestones featuring stories that capture their rights of passage and coming of age.. New properties include “The George Lopez Show”, Lucha Libre: USA Masked Warriors”, “Mis Videos Locos with Paul Rodriguez” and telenovelas “Juegos Prohibidos” & “Niñas Mal”, as well as new seasons of hit series “Mind of Mencia”, “Casado con Hijos”, “Quiero Mis Quinces” & “Quiero Mi Boda”. The network will also broaden its offering to teens to include Nickelodeon shows such as “Drake & Josh” and “Brothers Garcia.”

Social responsibility will be front and center through the network’s “Agentes de Cambio” campaign created to inspire young Latinos to influence positive change in their communities. The initiative will tackle topics and issues that are relevant to US Hispanics including immigration, education, and health among others. Nonprofit organizations Ashoka, the Inter-American Development Bank (IDB), Pan-American Health & Education Fund (PAHEF) and Citi Year will join Tr3s as supporting partners for “Agentes de Cambio”.

Speaking about Tr3s’ influence on music, Latin Grammy winning artist Daddy Yankee commented: “Tr3s will continue to be an important platform for showcasing my music and reaching my fans. I‘m thrilled that there is a destination like Tr3s that unites the Latino culture through music.”

Comedian Carlos Mencia added: “My fans know exploring the humor rooted in all stereotypes is my way of breaking down barriers that exist within our diverse culture. Tr3s will fulfill a need among Latinos for the positive portrayal of Latinos achieving the American dream.”