MIAMI — MTV Latam has added a third feed to the Spanish-lingo music channel.
The new Central Service — for the countries of Chile, Peru, Bolivia and Ecuador — reaches nearly 1 million households, of which Chile accounts for about 70%.
MTV Latam already had two differentiated services for the northern and southern regions of Latin America. Last year, it established local production units in Mexico and Argentina.
“We know that this separate feed was an eventuality as Chile and Peru continue to be important markets for the MTV brand,” said Antoinette Zel, managing director and exec VP, MTV Latam.
The new feed represents a first step toward the gradual introduction of more relevant programming for these countries and the development of more events and promotions specifically designed for young people in that region.
MTV Networks also named Patricia Testa as the local ad sales rep in Chile.
MTV Latam has more than 9.8 million subs in Spanish-lingo markets. MTV Brasil is a separate operation.