Beavis and Butt-head invade Latin America

August 26, 1994|By Knight-Ridder News Service

Beavis and Butt-head, MTV's famous monosyllabic cartoon duo, are about to make their Latin American debut.

Next month, MTV Latino will begin showing the hit half-hour show.

Unlike many other programs, the show will run in English, with Spanish subtitles. According to MTV Latino research, Latin kids prefer it that way.

"We asked them specifically if they prefered to get "Beavis and Butt-head" dubbed or with subtitles, and overwhelmingly they said subtitles," says MTV Latino spokesman Nelson Benedico. "In fact, the research shows the kids hate dubbing in general. But cable in Latin America attracts more-affluent demographics, and we find most of the kids watching speak English."

Mr. Benedico says the research shows that Latin kids are as interested in seeing Aerosmith and Bon Jovi videos as they are in groups like Argentina's Fabulosos Cadillacs.

"What kids request is definitely influenced by what's popular in the United States and internationally," Mr. Benedico says.

That presents interesting questions as MTV Latino goes into its second year.

Today, 80 percent of the channel's videos are from the United States, 20 percent from Latin America.

That's because so few Latin bands produce videos. As Latin bands make more videos, will MTV Latino change its mix?

The channel will do what kids want, Mr. Benedico says.

As for programming, MTV Latino will continue to take popular MTV products and adapt them to the Latin market.

This fall, it will launch its latest MTV knockoffs: a Spanish-language, nightly "MTV News" and its own version of "Beach MTV."

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