MIAMI — MTV Puerto Rico is upping its hours from 12 to 20 and introducing more local features, after just six months on air.
MTV Puerto Rico airs as a broadcast TV signal and is also carried by cablers Adelphia, Liberty Cablevision de Puerto Rico and Centennial Cable Television de Puerto Rico, reaching 1.3 million households.
Like other MTV nets, it targets 12-to-35-year-olds with original series, fashion, celebrities, glamour and lifestyle programming. The music is a mix of international and local artists, including Daddy Yankee and Don Omar, who play the popular Puerto Rican dance music known as reggaeton.
This month, MTV will open a studio in San Juan’s San Patricio Plaza and has hired two locals, Trini and Eugene, as VJs to host video segments and interview artists.
MTV Puerto Rico will tape its first “Unplugged,” with Grammy award winning rapper and producer Vico-C on March 4 at the Luis Vigoreaux Theater in San Juan to air March 14. Other “Unplugged” shows are in the works.
“With Puerto Rico having such a rich musical heritage and strong cultural diversity, we’re really excited about the opportunity to reach this market and explore its incredible local music talent,” says Tony Dunaif, senior VP for MTV business development and strategy.
MTV PR is working with sister net, Viacom-owned Showtime, which is sponsoring a concert by Usher in Puerto Rico on March 5 that will air live, exclusively on the U.S. premium feevee.
MTV Puerto Rico is a joint venture with Lin Television Corp.