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Yo Quiero Mi MTV

To reach Latin American kids, MTV first has to invent Latin America

"The biggest joke," admits the executive producer, born and raised in the U.S., "is that I'm the arbiter."

Maybe. Then again, that's a joke with a familiar punchline: Latin American creativity, North American technocracy.

But who knows -- maybe in the labyrinth of pan-regional Latin America, the dream of an independent pop culture isn't so far away.

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