Marking Its Highest Quarter Ever, Tr3s: MTV, Musica y Mas Unveils Upfront Plans for New Content, Returning Hits, Innovative Digital Platforms and New Research

MIAMI, May 4, 2011 /PRNewswire/ -- Tr3s: MTV, Musica y Mas, the bilingual/bicultural network for the U.S. Latino audience, hits the road for a multi-city Upfront tour to unveil the brand's new portfolio of 360° content that continues to deliver on the network's 'MTV, Music and More' maxims.

"Last year, we successfully introduced an evolved brand and tapped into the full spectrum of our 12-34 audience with a broader content offering," said Jose Tillan, GM & EVP of Tr3s. "This year, we feel very confident about the Upfront season and are very excited to once again introduce new and bold content that continues to resonate with this exciting bilingual/bicultural market, as well with our clients."

Tr3s' #1 original series "Quiero Mis Quinces" and "Quiero Mi Boda" continues to deliver colorful quinceaneras and multicultural couples; and will expand the franchise to spotlight another Latino milestone – parenting - with "Quiero Mi Baby". The network's successful daily-scripted series "Nina's Mal" inspires more drama and scandal with the new paparazzi-inspired series "Popland". The Latino family will play matchmaker in search of the perfect gentlemen to woo the most beloved member of the family on the new reality show "Date My Abuela" (working title). More memorable performances take the "Unplugged" stage and original content captures the incredible success stories of today's Latin idols with the new biography series "La Escalera".

As part of Tr3s' ongoing strategy to create 'social change' in Latino communities, the brand is joining forces with Pan American Health and Education Foundation (www.PAHEF.org) to expand its documentary efforts with a new special that follows young Latinos as they make lifestyle changes that meet their health and future goals.

Tr3s also partnered with Motivo Insights, LLC and NGLC to uncover key insights regarding young, bicultural Latinos.  The study is one of the most comprehensive studies ever fielded against this demographic, combining both quantitative and qualitative methodologies with 14-34 year old Latinos and a focus on both U.S. and foreign-borns that have lived in the U.S. for 15 years or more.  Key findings will be unveiled in May to include the role of media & entertainment, online & digital and marketing & advertising in their lives.   Additional findings explored in the research include language and general attitudes.

Tr3s: MTV, Musica y Mas kicked-off the year with its highest performance in the history of the brand during key day parts. According to Nielsen Media Research, first quarter delivered impressive year-over-year results with an increase of 30% in Prime Time, 19% in Total Day and 47% in Late Night. Tr3s' first quarter ratings were fueled by solid viewership from its first-ever daily scripted series "Ninas Mal's" with 5.4 million viewers (P2+), and the original hit "Quiero Mis Quinces" & Hispanic sitcom "George Lopez," which both garnered 3.4 million viewers (P2+). In 2011, Tr3s.com also witnessed a spike in unique visitors by 62% year-over-year with streams served increasing by 104%.

NEW SERIES

"Quiero Mi Baby" follows young Latinos as they take on the biggest role of their life –parenting. This new series will tackle the cross culture conflicts that arise during the nine months of pregnancy in a multicultural couple.

"Popland" is a story of one girl's journey, from a humble small town life, to the star-studded big city world of celebrities, parties, and a paparazzi lifestyle that rocks her world forever.

"Date My Abuela" (working title) celebrates the ultimate icon of the Latino family. Una familia needs to discover everything there is to know about grandma to select the right man for a romantic evening organized by her grandchildren.

"La Escalera" documents the life of today's Latin superstars through never-before-scene footage and exclusive interviews from the folks who navigated them through the struggles and pitfalls of their success.

RETURNING HITS

"Quiero Mis Quinces" takes you inside the world of the always-dramatic coming of age party of a Quinceanera.. From diverse Latin backgrounds throughout the country, these ladies celebrate with parties that are lavish and exquisite, but can easily become a teenager's worst nightmare!

"Quiero Mi Boda" gives viewers a behind-the-scenes look at cross-cultural weddings and the hustle and bustle surrounding their cultural differences: tastes, traditions, religion and sometimes even different languages. Watch as unique couples take on the daunting task of uniting their culture and family.  

"George Lopez" show stars comedian George Lopez, who is married to Angie and has two outgoing children, Max and Carmen. Having had a difficult childhood, George lives with his family in Los Angeles, California where they struggle with the mishaps of a Latino household.

"Unplugged" stage provides an acoustic platform that showcases the work of today's top Latino artists. The award -winning and multiplatinum star-studded roster includes Ricky Martin, Shakira, Mana, Los Tigres del Norte, La Ley, Alejandro Sanz, Julieta Venegas and many more.  

"Lo Que Te Pica" is your daily dose of news, gossip, scandals, music showcases and exclusive and revealing artist interviews that expose their intimate personal secrets.

"Bellator" is a world class Mixed Martial Arts stage that features the most dynamic fighters in the industry including Latino champs Eddie Alvarez (lightweight) and Hector Lombard (middleweight).

"TNA Impact!" is the world's most innovative experience in professional wrestling, featuring superstars like Hulk Hogan, Ric Flair and "The Icon" Sting, among others. The action-packed drama and athleticism of TNA Wrestling comes to the Latino audience with commentary by ringside experts Hector Guerrero and Willie Urbina.

DIGITAL PLATFORMS

"OurStage.com" is a leading destination for music listening, discovery, and quality editorial content. With more than 170,000 artists from 40 styles of music, OurStage.com receives 4 million visits each month from 170 countries. Tr3s will partner www.ourstage.com to unite emerging artists, music lovers and industry professionals from the Latin world for an opportunity to discover the next great artist. Music by OurStage artists OH MY!, City City, Matt Dahan, FunkAttack, National Airlines and Bojibian has already appeared in first season of the Tr3s series "Ninas Mal".

"Night Finder" helps answer the question "Where should we meet tonight?" This new mobile app will provide all you need to know about the hottest spots in your city that fit your social style and attitude... and at the same time keeps you connected with friends online, on your mobile or within your social networks.

"Blogger Network" invades Tr3s.com with 'real time' posts from the most  unique and influential bloggers and sites in the industry, giving users full access to a wealth of content and the latest news on entertainment, gossip, pop culture, fashion, music, celebrities, travel, dining, sports, novelas, spirituality, politics and more.

Source:  Nielsen Media Research NHIH, 1Q 2010, 1Q 2011, 1+ min qualifier, based on all airings, Live+SD

Omniture, Mar 2010, Mar 2011 US Unique Visitors, video streams

About Tr3s: MTV, Musica y Mas

Tr3s: MTV, Musica y Mas, owned and operated by MTV Networks Latin America, reaches 6.1 million Hispanic TV households (45% of US Hispanic Total TV HH) and 34 million total TV households. The network's programming embraces the trilogy of cultures that represents Latino life – Latin American plus American equals US Latino - through original productions, key acquisitions, and content from MTV Networks' portfolio of entertainment brands. Tr3s embraces the key lifestyle aspects of Latino identity -- milestones, making it and music -- as well as social responsibility through its initiative "Agentes de Cambio," which tackles issues that affect Latinos today. The network also taps into the growing number of Latinos that are digitally connected through www.tr3s.com.

SOURCE Tr3s: MTV, Musica y Mas

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