MTV Tr3s launched yesterday the first cross-carrier, bilingual, mobile channel targeted to Latino youth. The new mobile channel, MTV Tr3s Mobile, is music focused and features the same artists as on the TV channel's play list.

The list includes popular American artists such as Nelly Furtado, akon and Fall Out Boy, and Latino artists such as Luis Fonsi and Paulina Rubio.

There are also ringtones and mobile content from hit MTV Tr3s shows such as "Mi TRL", "Pimpeando," "Descubre & Download," "Dance Adictos," "Wrestling Society X," and the recently announced "Road to Menudo."

"The feedback from the audience to MTV Tr3s to date has been incredible - so much so that the audience was requesting more MTV Tr3s on the variety of platforms they use, from the web to mobile. We are dedicated to delivering a customized experience for young Latinos; MTV Tr3s Mobile is the next step to driving unique connections and engagement with the music and content the under-served US Latino youth population craves." said Christina Norman, President, MTV.

Research shows that ethnic groups are leading the digital media revolution, even more so than the general teen population, particularly when it comes to embracing new technologies. They are more apt to own the latest technology and consume video across mobile screens.

For example, 63% of Latinos own a media-capable cell phone compared to 46% of non-Latinos and are 23% more likely to use their cell phones to watch video content according to MTV Networks' Slivered Screen research.

"Young Latinos are highly engaged with media and are some of today's biggest mobile media consumers," said Lucia Ballas-Traynor, SVP and General Manager of MTV Tr3s. "This is evidenced by the thousands of unique MTV Tr3s viewers who are using SMS or TXTO for shout outs and dedications across a range of our programs. MTV Tr3s Mobile will perfectly suit their lifestyle."

MTV Tr3s Mobile original programming includes:

- Artist interviews from Mi TRL
- Video clips from Pimpeando
- Descubre & Download - Video and artist interviews of designated MTV Tr3s up-and-coming artists
- Dance Life "Dance Adictos" - Clips of on-air show and Latin dance instructionals available on mobile.
- Wrestling Society X - Extra scenes, matches and rants available on mobile that are not seen on-air. In addition, there are demonstration clips available for each wrestler's signature move.
- Road to Menudo - Casting try-out clips of both the really good and really bad available on mobile. There are plans for more mobile-centric content to roll-out as the show progresses.

Additional made-for-mobile MTV Tr3s programming will be rolled out over the next few months.