MTV Tr3s Plans Mobile Social Network

NEW YORK MTV Networks will develop and launch the mobile social network Con3xion (Connection) around its Latino youth-focused channel MTV Tr3s, the network said today.

The digital social network launches in mid-December. It will target young Hispanics who are heavy users of mobile data technology and will be mounted in partnership with San Diego-based mobile social networking company Intercasting Corp., the companies said.

“We have seen a huge consumption of mobile content in the Latino community with more than 60 percent growth in video streams for the MTV Tr3s mobile channel every month in the past quarter,” Greg Clayman, MTV’s evp, digital distribution and business development, said in a statement.

Mobile content is key to the success of MTV Tr3s in extending the viewer’s connection with the brand beyond the TV channel. Notably, 63 percent of Hispanics own a media-capable cell phone compared with 46 percent of non-Latinos, and 23 percent of Latinos are more likely to use their cell phones to watch video content, according to MTV Networks’ Slivered Screen.

“Young Latinos are highly engaged with media that is relevant to them and they have proven to be extremely enthusiastic users of mobile technology,” said Lucia Ballas-Traynor, svp, gm of MTV Tr3s. “

Intercasting’s Anthem platform will help MTV Tr3s launch the mobile social network and provide users with a “functional and simple interface” to view photos, send and receive messages, post comments and search profiles, all from a mobile device.

MTV Tr3s expects to extend the technology to the Web in the near future, the network said.

Intercasting will also work with MTV in the development of other social networking initiatives for other network properties.