Spanish-language radio pioneer moves into music television - Eduardo Caballero, presidente de la empresa Tri-Caballero, LLC - TA: Eduardo Caballero, president of Tri-Caballero, LLC. company

Hispanic Times Magazine, August-Sept, 1998

Más Música TeVe, a new 24-hour Spanish-language music video television network, launched by New York-based Tri-Caballero, LLC, made its debut in California recently.

The new network has built KSUV-TV, channel 52, in Bakersfield, California, as the network's flagship station.

Tri-Caballero, LLC, parent company of Más Música TeVe, is in the process of building nine more television stations in Central California. Six have already been built in Bakersfield, Sacramento, Fresno, Santa Maria, San Luis Obispo and Santa Barbara. Stations in Stockton and Salinas-Monterey will be completed by November. Each of the nine stations will be affiliated with Más Música TeVe.

"Más Música TeVe will target a 2 million Latino population by the end of the year," said Eduardo Caballero, president of Tri-Caballero, LLC. "The Central California market is equal to the third-largest Hispanic market in the United States -- only behind Los Angeles and New York."

Más Música TeVe will feature around-the-clock music videos and concerts from today's most popular Mexican and Mexican American performers, as well as Latin American performers, including Los Tigres del Norte, Thalia Lucero, Juan Gabriel, and much more.

The network's debut comes on the heels of the meteoric rise of Spanish music in the United States, which has grown in size and importance as the number of Hispanic radio stations, and the Hispanic population, continues to grow.

"Music television is the next logical step for Spanish TV," said Steven E. Humphries, chief operating officer of Tri-Caballero, LLC. "Now it's time for Spanish music TV to take off."

Más Música TeVe, Humphries added, is aimed at the advertiser-coveted 12-34 demographic, which is a younger-skewed audience, and attractive to most advertisers.