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LOS ANGELES Universal Pictures has resorted to hijacking a bilingual network in order to reach young Spanish-English audiences. Or at least it will seem that way this Friday.
To promote Illegal Tender to the 18 to 34-year-old bilingual demo, The Arenas Group has arranged for an 18-hour “takeover” of KBEH-TV’s airwaves on the day of the movie’s release.
KBEH, which broadcasts the mixed Spanish and English channel MTV Tr3s, has arranged with Arenas to simulate a local illegal “pirate” broadcast takeover of the airwaves.
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