Rockers without borders.(Radar)(Brief Article)

Latin American music fans have something new to rave about. VH1 Latinoamerica has begun broadcasting in Latin America, treating viewers to original programming favorites such as Behind the Music, Before They Were Rock Stars and Divas. MTV Networks Latin America, which operates and owns VH1, began transmission of the Spanish language version of the channel in Mexico in April 2004.

"Moving south of the border makes a lot of sense [for Viacom]," says David Joyce, a senior equity analyst for cable and media companies with Guzman & Co., an investment bank based in Miami. Joyce notes that for years Viacom, MTV's parent company has been courting the Hispanic market in the U.S. VH1 Latinoamerica is geared toward the 25-to-49 year-old demographic group, and MTV estimates that it will reach 75% of Mexican pay-TV subscribers by the end of 2004.

Viacom has been eyeing Latin America for some time, particularly Mexico. The media giant conducted extensive market studies in Monterrey, Guadalajara and Mexico City. Days before VHI's launch, Viacom Chairman and CEO Sumner Redstone met with top-ranking Mexican officials, including President Vicente Fox, to discuss his company's plans to expand its operations in the country.

VH1 Latinoamerica has limited presence in Ecuador and Venezuela.

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