MTV’s on the lookout for Latin viewers

Ballas-Traynor will work with nets to attract Hispanic auds

MIAMI — Music nets MTV and VH1 have tapped Lucia Ballas-Traynor general manager of MTV Espanol and VHUno, MTV Networks Music Group’s U.S. Hispanic nets.

In the newly created position, Ballas-Traynor will work with the MTV and VH1 teams to attract U.S. Hispanic auds. She will oversee all aspects of the business, including programming and marketing development, growth and distribution strategy and ad sales and business operations. Based at MTV Networks’ New York headquarters, she will report to both Christina Norman, prexy of VH1, and Rich Eigendorff, exec VP and chief operating officer, MTV Networks Music Group.

Ballas-Traynor joins MTV from IDT Corp., where she was senior VP of Hispanic marketing, focused on its telecom division. Before that gig she had been a consultant. From 1994-2002, she worked at U.S. Spanish-lingo feevee Galavision, which is owned by Univision Communications, rising to general manager in 1999.

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