Saturday, March 29, 2008

INDUSTRY NEWS: MTV Tr3s Comes Exclusively to V CAST Mobile TV from Verizon Wireless

MTV Tr3s is the Only Hispanic Offering on V CAST Mobile TV

Verizon Wireless, the builder and owner of the nation's most reliable wireless voice and data network, and MTV today announced MTV's bilingual channel, MTV Tr3s, will be available tomorrow on V CAST Mobile TV. This new channel is exclusively available on mobile through Verizon Wireless' V CAST Mobile TV service and includes popular programs such as Sucker Free Latino, Karlifornia, Quiero Mis Quinces, Pimpeando, and Rock Dinner.

"V CAST Mobile TV is the perfect partner to help our audience of young Latinos connect to their favorite broadcast-quality shows while on-the-go," said Lucia Ballas-Traynor, senior vice president and general manager of MTV Tr3s. "The MTV Tr3s programming to be offered on V CAST Mobile TV is not a replica of our linear channel but rather has been customized for mobile users which allow us to connect with our audience in a whole new way."

According to Forrester Research's "Hispanics Connect To Mobile Data" (2007) and the Mobile Marketing Association's "MMA Mobile Attitude & Usage Study" (Nov. 2006), Hispanics use mobile phones more than other demographic groups. The two studies also report that Latino mobile phone users spend more on mobile services and take advantage of more features, such as videos and ringtones, than their non-Latino counterparts.

MTV Tr3s will introduce viewers to its programming on V CAST Mobile TV in a 30-minute special hosted by VJ Karli Henriquez. Verizon Wireless' V CAST Mobile TV will also be heavily promoted on, MTV Tr3s Radio and on a 40-foot electronic billboard in New York's Times Square.