Latino digital network MiTu announced on Tuesday that it is expanding its relationship with Discovery Communications’ U.S. Hispanic division in a new multiplatform development deal.
Since its inception in 2012, MiTu, backed by the Chernin Group and other investors, has grown to 100 million global subscribers. Discovery U.S. Hispanic is composed of two networks -- Discovery en Español and Discovery Familia -- for Spanish-speaking audiences in the United States.
The expanded deal with Discovery allows MiTu to deliver culturally-relevant content to Latino millennials on the platforms they prefer. The companies will create long and short form content in both English and Spanish for different social platforms, including YouTube, Instagram, Facebook, Snapchat, Vine, Pinterest and Periscope.
“This development agreement allows us to jointly super-serve our multi-screen audiences with relatable and high-quality content and storytelling and offers our clients innovative solutions for branded entertainment stemming from our combined expertise and creativity,” Angela Recio Sondon, vice president of content for Discovery Networks U.S. Hispanic, said in a statement.
The news comes about a year after MiTu announced its partnership with Discovery Familia. The MiTu-produced shows on the network, “Gurus de Belleza” and “Casa Linda,” both posted rating growth in their respective time slots. “Gurus de Belleza” surged 213% among women in the 18-to-34-year-old demographic and “Casa Linda” grew 42% among 18-to-49-year-old women.
In addition to Discovery, MiTu has struck partnerships with Spanish-language media giant Televisa, AOL, Univision and Disney’s Maker Studios. The Santa Monica-based media group and its content creators produce shows focused on beauty tips, food, home and health.
Terms of the MiTu and Discovery deal were not disclosed.
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