MTV Tr3s will announce at its upfront presentation Wednesday that it plans to amplify its U.S. Hispanic offering to appeal to a wider spectrum of the Latino audience.
As it works to deliver a broader range of content, Tr3s: MTV, Musica y Mas will work with MTV Networks International’s U.S. Hispanic and Latin American operations in Miami.
The newly named Tr3s: MTV, Musica y Mas programming lineup kicks off July 12.
As part of the new mandate, Sofia Ioannou will expand her remit as managing director of MTVN Latin America & Canada to include U.S. Hispanic.
John Mafoutsis, senior VP of brand solutions for MTVN Latin America & Canada, also will expand his duties to include Tr3s. Jose Tillan will continue as general manager and executive VP and Luisa Fairborne remains director of advertising sales of Tr3s.
"Amplifying the Tr3s brand to embrace more aspects of Latino life and culture is key to our growth," Ioannou said in a statement. "With more than 48 million strong, the Hispanic community is a driving force in the U.S., as it continues to influence the cultural, political and economic landscape of our country."
While music and MTV programming will remain a key part of Tr3s, the brand will expand its content offering to embrace a wider spectrum of its 12-34 audience, particularly during primetime, with programming that aims to drive co-viewing among teens and their parents.
"MTVNI’s mission is to take world-class content and creative and deliver it in culturally and geographically relevant ways, and Tr3s is the latest example of this," Bob Bakish, president of MTVNI, said in a statement.
Tr3s will continue to celebrate its bilingual, bicultural audience, recognizing their Latin American/Caribbean roots and their American life.
Tr3s will increase its original productions and key acquisitions, as well as tap into MTVN’s vast library of content, 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 Nickelodeon shows "Drake & Josh" and "The Brothers Garcia," as well as telenovelas "Juegos Prohibidos" & "Ninas Mal."
In addition, the network will continue to program new seasons of "Mind of Mencia," "Quiero Mis Quinces" and "Quiero Mi Boda."
The network’s "Agentes de Cambio" campaign, created to inspire young Latinos to influence positive change in their communities, will tackle topics and issues that are relevant to U.S. Hispanics, including immigration, education and health, among others.
Comedian Carlos Mencia said in a statement: "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."