MTV2 extends guy-happy brand

'Lucha Libre' wrestling keys new slate

MTV2, the obsessively young male-centric sibling of MTV, unveiled a programming slate determined to build upon that demo, led by an English-language Mexican wrestling series.

Launching in May, “Lucha Libre” will be a featured part of MTV2’s daytime “Rock N Jock” Saturdays. Using the same inspiration as Jack Black pic “Nacho Libre,” “Lucha” will produce similar crazy acrobatic stunts, with a programming sensibility tailored for the MTV2 audience.

“Lucha” will be preceded by the “Rock N Jock Countdown” musicvideo show, hosted from various sports events by Todd Richards and Dirty.

MTV2’s key addition to its Friday comedy lineup will be puppet show “Fur TV,” beginning April 16 and complemented by 15-minute comedy and viral web program “The Atom Show.”

Hip-hop is also a significant part of MTV2’s daytime programming, particularly on Sunday afternoons, with “Funk Flex Full Throttle” becoming a centerpiece for the programming block beginning in May.

The series features such performers as Sean “Diddy” Combs, 50 Cent and Lil Kim visiting hip-hop jack-of-all-trades (including car customizing) Funkmaster Flex.

MTV2 has adopted the moniker “Man’s Best Friend” (alongside its two-headed dog logo) to further emphasize its aim to be all things to all guys.

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