MTV Tr3́s ( tres , Spanish for the number three) is an American cable, satellite and over-the-air network that prides itself as a bi-curious entertainment destination. It is rooted in the fusion of Latin America and American music, cultures, and languages, bringing the biggest names in pop, urban, and rock music. MTV Tr3́s includes lifestyle series, customized music video playlists, news documentaries that celebrate Latino culture, music and artists, and English-subtitled programming in Spanish imported from the MTV España and MTV Latin America channels. The channel is targeted toward bilingual Latinos and non-Latino Americans aged 12 to 34.
History
MTV en Español
In 1998, MTV Networks introduced a new digital-cable channel known as MTV S , the "S" standing for "Spanish". Starting October 1, 2001, the channel was re-launched as MTV en Español . The channel focused on videos by Latin rock and pop artists.
Acquisition of Más Música
Más Música , founded in 1998, was an American cable, satellite, and over-the-air network that aired music videos from various Latin American music styles, including salsa, cumbia, regional Mexican, and contemporary Spanish-language hits. Founded by Eduardo Caballero of Caballero Television. Más Música carried the minimum required educational and informative and public affairs programming on weekends, and it was carried mainly on low-powered television stations throughout the United States.
In December 2005, Viacom acquired Más Música and ten television stations affiliated with it. The sale was completed in January 2006.
Launch of MTV Tr3́s
MTV Tr3́s unofficially launched on September 4, 2006, when it became available on all cable and satellite systems that previously carried MTV en Español. On September 25, 2006, MTV en Español and Más Música officially merged together. The first show on the newly formed channel was the premiere of Mi TRL at 4:30 p.m. ET. There is only one feed for MTV Tr3́s in the United States, as show times advertised on the station do adjust based on time zone. For example, a new episode of Mi TRL , which regularly airs Monday at 4:30 PM Eastern /3:30 Central as advertised on the station, would air at 1:30 PM in the Pacific Time Zone.
Some former Más Música affiliates did not pick up MTV Tr3́s. WZXZ-CA in Orlando, Florida reverted back to MTV2 for a very short time, and then starting showing a religious infomercial repeated over-and-over, while WUBX-CA and WBXU-LP in the Raleigh/Durham/Fayetteville, North Carolina metro area went off the air completely.
In its beginnings, the programming schedule of MTV Tr3́s was significantly more repetitive than MTV en Español was in its last days. The channel aired shows such as Hola, My Name is MTV Tr3́s , the Top 20 Countdown , Los Hits , Mis #1s , Sucker Free Latino (only 2 new shows per week) , Latina Factor , Mi TRL , MTV Tr3́spass , Los Premios MTV Latinoamérica 2006 , Making the Video , and Diary . These programs were repeated for most of the day, which greatly reduced the amount of freeform music videos played on the channel. As months passed, however, the programming became more varied and diverse, with changing music video blocks airing several times in the day.
MTV Tr3́s also ran short clips, which continue to air on the channel to this day, promoting the channel. The clips were intended to transition from commercial breaks to regular programming. They include the "MTV Tr3́s: We Speak Your Language" original launch ad campaign, showing a short clip of a situation where the behavior and attitude of a younger Latino in this generation was different from that of an older Latino. Also, artists of Latino or Hispanic descent were shown voicing their opinions on certain aspects of culture of their native country or of Latinos living in America. Those such clips included "Pitbull on Cuban Women", "Jeannie Ortega on Parties", and "Frankie J on being Latino".
On February 5 , 2007, the channel held its first "Spankin' New" week, which featured daily music video premieres, the premiere of Wrestling Society X (although the show had been already airing on MTV back in January 30 ), and the debut of a new episode of Making the Video , which covered the first single, "Qué Hiciste" from Jennifer Lopez's first full-length Spanish-language album, Como Ama una Mujer .
Programming
Music video shows
There are three titles for hour-long, non-genre based blocks of music videos aired in the day, known as Cafeina between 6:00 to 10:00 AM (was called cortadito till September 2008)(EST), Videorama from 10:00 AM to 2:00 AM (EST)(rarely airs and when it does its dominated by commercials), and Videosomnia between 2:00 to 6:00 AM (EST). Other current music video programming not hosted by VJ's include:
- Classic Co. - mix of videos from Latino artists of the 1980s and 1990s such as Selena, Ricky Martin, and Marc Anthony. The title is most likely an English-language play on the Spanish term for "classic", clásico, as the title might stand for "Classic Company". Airs weekdays 10:00 AM Eastern /7:00 AM Pacific Time Zone(has not aired since early 2008).
- Los Hits - Based on MTV's Big Ten and Más Música's Los Top 10 , this show features the most popular videos in rotation on MTV Tr3́s. It was hosted by Carlos Santos or Denise Ramirez featuring interviews with popular artists, but in March 2007 the program dropped the VJ format(not aired since mid 2007).
- Tr3s or False a music-video text message based game show that awards viewers points for answering questions correctly, the points can be redeemed for prizes(discontinued in early 2009).
- Music My Guey a music video show featuring viewer requested videos.
- Top 20 - Similar to Las 40 Principales from Más Música, countdown of the top twenty videos rotated on the channel during the week. In late June 2008, the network changed the show's format, most music videos are no longer played in full and is now hosted by carlos santos.
- TXTO (pronounced "texto", Spanish for "text") - Block of music videos requested by callers who send text messages to the channel, in English or Spanish, dedicating videos to friends or family. Although it is loosely based on Tu Email from Más Música; TXTO does not use a VJ who reads e-mails. However, there may be occasional VJ spots in the program. TXTO URB is its spinoff that is dedicated to urban music videos.
- ¡Rock! - aired mostly in the late night hours, a mix of rock music videos from American and Latin-American bands. Among the American bands featured in the lineup are Deftones, which contain Latino vocalist Chino Moreno and turntablist Frank Delgado, and Incubus, which contain Latino drummer Jose Pasillas.(has not aired since October 2007)
- MixMex - music videos of artists from Mexico(replaced with ReMexa in March 2009).
- Street Mix - block of urban music videos, focusing on artists performing within the genres of hip-hop, reggaeton, and R&B, focusing on Spanish-speaking artists with occasional American videos from non-Latino, English-speaking artists.(was called EL Sonidero until September 2008)
- Videoteca - (formally known as V.P.M. , short for Video Party Music ) focuses on rhythmic videos
These music video programs are hosted by VJ's who mostly host in English.
- Sucker Free Latino - Hosted by L. Boogs, this show similar to Más Música's Zona Urbana and MTV's Sucker Free plays the popular music videos in the genres of hip-hop, R&B, and reggaeton, mostly from Latino artists, but some videos may come from American artists like The Fugees or Ludacris, with interviews (replaced with SFL5)
- Mi TRL - Based on MTV's Total Request Live and Más Música's Pidelo , hosted by Carlos Santos, new episodes air weekly on Thursdays at 4:30 p.m. (with rebroadcasts throughout the week on the channel as well as rebroadcasts on MTV hits), with the top ten requested videos based on voting on the MTV Tr3́s website, featuring live performances and interviews.(discontinued along with TRL in November 2008, then revived in February 2009 in entertainment as a second language)
- Indie 101 - Hosted by Martin Chan, this show similar to Más Música's Rokmania focuses on indie rock bands from Latin America.
- ReMexa - Hosted by singer Jazmin Lopez. A 60 minute daily show featuring music videos of different genres including Banda, Ranchera, Duranguense and Norteña.
MTV Tr3́s uses opening sequences for music video shows similar to MTV2. To indicate the beginning of a music video program, a still phot
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