Building on the response to its young Latino-focused channel MTV Tr3s, MTV Networks is rolling out a mobile social network to reach the same audience.
The music video programmer is partnering with Intercasting to launch Con3xion (Connection), enabling users to trade photos and messages via mobile phones. The plan is to extend that community interaction to the Web in the near future.
The move was based on MTV Networks’ internal research. MTV discovered that 63% of Latinos own a media-capable cell phone (compared to 46% of non-Latinos) and 23% of them are more likely to use those phones to view video content.
“MTV Tr3s is a great property for us to kick off our mobile social networking around more MTVN properties,” said Greg Clayman, MTV Networks executive vice president of digital distribution and business development, in a statement.
MTV plans to use Intercasting’s Anthem platform to launch mobile social networks for more of its properties in the next several months
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