MTV Tries Again with Tr3s

MTV relaunched its old MTV en Espanol today as "MTV Tr3s" a souped up bilingual version of MTV geared towards the emerging acculturated American Hispanic youth. The audience share is likely to start small but New York Times reporter Mireya Navarro, whose feature on the channel ran today, interviews a bunch of people who seem to think it's the beginning of a powerful business that will benefit from the growing number of advertisers savvy enough to put their dollars into ventures aimed at bilingual or even English-dominant Latinos.

The "new" revamped cable channel, which will reach about 14 million people at launch, has partnered with Latina magazine and is co-sponsoring its national tour througbhout Hispanic heritage month. Click [here] for details.

As NYT's Navarro notes, other cable channels that have been recast successfully include Mun2 the bilingual cable channel owned by Telemundo. Both find themselves in the company of the successful cable channel SiTV.

I'm really excited about this new channel (though I'll have little if any time to actually watch it). The newly competitive environment is certainly shaping up to be a terrific case study for the Ethnic Marketing course at teach in the Master in Communication program at Johns Hopkins University.

Click [here] to read the positive spotlight piece in today's New York Times.

Click [here] to read the Billboard story on washingtonpost.com