Televisa partners with MiTú to develop digital content for Hispanics
What: Spanish-language media company Televisa and MiTú have signed a multiyear multiplatform deal, under which they will jointly develop and distribute original programming in different formats. Televisa executives also explained at last week's IAB Mexico Conference (coverage in Spanish) that Digital is now the "DNA" of Televisa's content production system.
Why it matters: The agreement will allow Televisa to leverage MiTu’s digital experience and its’ catalog of new Latino talents to develop content, concepts and innovative formats for various digital platforms.
Spanish-language media company Televisa and MiTú , an Internet-media and digital platform company focused on Latino audiences, have signed a multiyear multiplatform deal, under which they will jointly develop and distribute original programming in different formats. The Spanish-language producer will be using MiTu's digital experience and roster of YouTube talent to develop content and formats for online media. Televisa will also distribute MiTu's English- and Spanish-language content. Financials of the agreement were not disclosed.
Televisa president Jose Antonio Bastón (photo), said at last week's IAB Mexico Annual Conference (see our Spanish-language coverage) that the agreement will allow Televisa to leverage MiTu’s digital experience and its’ catalog of new Latino talents to develop content, concepts and innovative formats for various digital platforms.
Digital, now the DNA of Televisa's Content Production
"Since we started in the digital industry over 14 years ago, we have made a big effort to understand the changing habits of a new generation of consumers. As a result of this effort we started a deep process of transformation in the way Televisa approaches the digital realm, "he said.
Our digital efforts have changed from being a single business unit to become the intrinsic DNA of our content production.
During his participation in the 2014 edition of IAB Connecta, Bastón explained that "interactivity" is the key word around which Televisa’s digital strategy will be based in order to maintain its global leadership in the production and distribution of multiplatform Spanish-language programming.
The four strategy pillars:
- Splitting own productions to digital platforms
- Specific content development for digital native audiences
- Strategic alliances
- World class technological support
During the IAB Mexico conference, Bastón explained that the first pillar is the splitting of current content on digital platforms, as already happened during the 2014 Soccer World Cup in Brazil.
"The number of users who used our digital offering was extraordinary, almost 11 million. During some matches broadcasted on TV, the digital offering even beat pay-TV platforms in terms of audience," assured Bastón.
Content production for digital native audiences is the strategy’s second pillar of the strategy, and for that matter productions like LOGOUT will be held, airing from 2015 onwards.
“A product made from its origin to the second screen to the second screen, what does this mean? That there is a product produced you see on the original screen and there also a product produced you're watching at the same time while solely on the digital platform," he specified.
Strategic alliances and technological support are the third and fourth pillars, and along with them is where the partnership with MiTu lays.
Four pillars in Televisa's Digital Ecosystem
Bastón says that to design the current strategy , they first defined a digital ecosystem on four basic elements linked to exclusive content production:
"We are also integrating TV channels properties and paying specific niches such as music, film, radio, and publiching and film production."
Bastón pointed out that all Televisa’s digital efforts have five common denominators: They are linked to exclusive content, have a high commercial potential, are born with a multi-platform logic, see interactivity as an opportunity to adapt content and increase engagement with brands .
He also recalled that, some time ago, the splitting to digital was limited to broadcast on digital the same contenton television.
"Today we have learned to produce specific content that is later complemented on different screens. Our original writers imagine and develop their stories considering a multi-screen approach. "