MTV Tr3s Takes Aim at Youth Demo

MTV Tr3s Takes Aim at Youth Demo 1When it comes to reaching young Latinos, MTV Tr3s is now the programmer’s calling card. MTV Networks on Sept 25 officially relaunched its Latino-targeted music service MTV en Español, essentially a video jukebox, as Tr3s, which is taking aim at Hispanics aged 12 to 34, particularly those 12 to 24.

That puts the network squarely in competition with SìTV and NBC Universal’s mun2 for a group that resides in what Tr3s general manager Lucia Ballas-Traynor calls a “unique hybrid world melded between Latino and U.S. lifestyles.” She also refers to these young people as “gatekeepers and key influencers in their homes and communities.”