MTV Tr3s… another sign of MTVs imminent takeover?

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.
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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.
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