LOS ANGELES, Sept. 24 — In “Pimpeando,” a new show about cars, the talk is of lowriders and paint jobs with images of Aztecs and the Virgin of Guadalupe.
Skip to next paragraph
Misha Erwitt for The New York Times
The target audience may also watch “Pimp My Ride,” the MTV car customizing series on which “Pimpeando” is based. But the sought-after viewers for this show are primarily young Latinos, a fast-growing demographic whose taste in entertainment runs from English to Spanish, from American to Latin, and back. And MTV is giving chase.
Today it is starting MTV Tr3s as a replacement for the all-Spanish language “MTV en Español,” a 15-year-old video jukebox that MTV executives now say was a placeholder while they tried to figure out more fitting programming for the Latino youth audience.
The new MTV Tr3s, or MTV Three, doesn’t shun Spanish — it will broadcast, for example, “Quiero Mis Quinces,” a Latin American show about the coming-of-age parties for 15-year-old girls, with English subtitles — but it will mostly reflect the fusion of American and Latin music, cultures and languages, MTV executives said.
That means V.J.’s who speckle their English with Spanish words, a playlist that puts Daddy Yankee next to Justin Timberlake, and original programming like “Pimpeando,” which pairs the popular host-customizer Michael Martin, or “Mad Mike,” star of “Pimp My Ride,” with Luis Lopez, a custom painter from the San Fernando Valley.
Read More Here…