What: Maker Studios, a multi-channel network owned by Disney, has signed a deal that will allow Latino-focused MCN MiTú Network to create original branded content targeting the Hispanic market. Maker will have access to MiTú’s Hispanic talent base and will produce short-form content in both English and Spanish.
Why it matters: Content to target Latino Milennials is very hot. Both Maker Studios and MiTu are MCNs that are competitors. It is significant that Maker Studios seems to be outsourcing content production when it comes to target the Hispanic demographic.
Maker Studios, a multi-channel network owned by Disney, has announced the signing of an exclusive deal that will allow Latino-focused MCN MiTú Network to create original branded content targeting the Hispanic market.The deal comes after MiTú raised US $10 million in second-round funding led by Upfront Ventures, one of the original investors in Maker Studios.As part of this new partnership, Maker will have access to MiTú’s Hispanic talent base and will produce short-form content in both English and Spanish. MiTú claims to have 55 million global subscribers and more than 470 million monthly views across 1,300 partner channels on YouTube.
For MiTú, this deal adds another powerful distribution and biz partner. In August MiTú signed a programming development and distribution multiyear, multiplatform deal with Spanish-language media giant Televisa. MiTú also has a syndication deal for short-form content with Univision Communications. MiTú investors include Upfront Ventures, Chernin Group, Allen DeBevoise, Advancit Capital, Code Advisors’ Quincy Smith and Juan Cristóbal Ferrer of Ferrer Comunicación in Mexico.
MiTu chief revenue officer Charlie Echeverry called the deal a turning point for brands. ” We are confident that this partnership will provide world-class Latino branded content and social amplification solutions to Maker’s extensive portfolio of current partners, and serve as a vehicle for any brand eager to reach today’s digital Latino consumer base.”
“Hispanic millennials in the U.S. are avid viewers of online video across all platforms. Teaming up with MiTú allows us to meet the demands of so many of our brand partners who want to connect with today’s young generation of Latinos, as well as provide this service to new advertising partners ,” said Jason Krebs, Maker’s head of sales.