Fernando Gastón, Brand Manager of Tr3s

Tr3s: New content strategy seeks to exploit the growth of multi-generation Hispanic homes
Maribel Ramos-Weiner|19 de abril de 2013

The new programming offer of Hispanic channel Tr3s, which launched this March, features original production, substantial acquisitions and an extensive portfolio of Viacom entertainment brands. “It includes realities, novelas, comedy, music, entertainment news, criminal dramas and documentaries,” said to PRODU Fernando Gastón, Brand Manager of Tr3s. Original productions include Último Año, already on the air; EnTour, which premieres in April; and Cena de Estrellas, premiering in May. Regarding acquisitions, Gastón listed Caracol TV’s Pedro el Escamoso and Vecinos, which premiered in March, as did El Luchador, from A+E Networks Latin America. Gastón pointed out recent Hispanic market research by Viacom and the industry, indicating growth of multi-generation Hispanic homes with opportunities for the demo 18-34. “Our new content strategy targets this audience, which is engaging in co-viewing with other relatives, particularly during primetime. Tr3s is a contemporary entertainment destination aimed at the multi-generation Hispanic home, reaching about 6.7 million households. He said that during their premiere week Pedro el Escamoso and Vecinos, had a triple-digit impact on ratings for demos 18-34 and 18-49. For upfront on May 15th, Tr3s will introduce six original programs, including novelas, realities, music and a pro-social special.