Charlie Etcheverry


What: Multichannel Network MiTú  has closed a licensing agreement with AOL to syndicate Hispanic video content over a wide array of AOL Hispanic digital properties.
Why it matters: Online Video is one of the hottest inventory pieces in the overall and U.S. Hispanic ad market. Different major players are positioning themselves to best provide advertisers relatively scarce online video inventory.

MiTú, a multi-channel network (MCN) exclusively dedicated to Latino content, announced that it has closed a content licensing agreement with AOL across all of its digital platforms, including The Huffington Post, AOL and its Hispanic content network, Voces. The agreement will allow MiTú to syndicate its original and partner produced content to AOL in both English and Spanish. AOL, particularly after the purchase of Adap.TV has strengthened substantially its position in the online video advertising market with its video ads reaching more than half of all Americans online (comScore Video Metrix – Ads only).

While the deal is international the main emphasis will be put on the U.S.

Content Verticals

Online VideoRegarding the type of content verticals that MiTú will be providing video content to AOL, Charlie Echeverry , Chief Revenue Officer at MiTú tells Portada that they will be “Lifestyle and male variety as well as a variety of subcategories, from Food to Health to Home, etc…”.  According to Echeverry,  “The content may be available on other properties and is available as of last month on Univision’s digital verticals as well.”Echeverry adds that while the AOL deal is international the main emphasis will be put on the U.S..

What is the nature of the deal. Fee paid per content ad revenue share deal or both? Echeverry answers that he cannot share specific terms of the deal, “but both AOL and MiTú will benefit from broad distribution of the content and the associated monetization that occurs around that distribution.” He adds that either AOL or MiTú may sell advertising into the content with certain provisions.

New Round of Funding?

Market insiders know that MiTú is currently negotiating a new a round of funding,  Neither Charlie Etcheverry nor MiTú s Chief Creative Officer Doug Greif were able to answer a question about this at this time. MiTú is currently backed by The Chernin Group LLC (TCG) along with other investors including: Allen DeBevoise, Chairman, CEO and co-founder of Machinima; Advancit Capital, a venture capital firm founded by Shari Redstone and Jason Ostheimer; Quincy Smith of the internet and media-focused merchant bank Code Advisors; and Juan Cristóbal Ferrer of Ferrer Comunicación in Mexico.


What: Latin multichannel network MiTú announced a partnership with media agency Tapestry  for online video advertising and in-video product placement.
Why it matters: The deal is part of a trend in which  agencies and online video content platforms sign broad agreements that include “traditional” advertising and product placements.

MiTú, the Latino lifestyle video content network funded by the Chernin Group,announced today that it has closed a significant marketing agreement with Tapestry, a division of Starcom MediaVest Group Multicultural. The year-long deal negotiated between Tapestry and MiTú’s Chief Revenue Officer, Charlie Echeverry, contains a variety of advertising and integrated marketing elements designed to give Tapestry clients strategic level share of voice across the MiTú networks as well as access to deep integration and social amplification opportunities with MiTú content creators throughout the year.

The deal includes instream video advertising and light integration of certain products within the content for a number of brands.

Campaigns leveraging the new partnership will begin as early as October. A spokesperson at  MiTú told Portada that the integrated marketing elements include “instream video advertising and light integration of certain products within the content for a number of brands.”

MiTú is a multichannel network (MCN). According to the spokesperson MiTú has 950 partner channels, 8 million hours of monthly engagement, 150 million monthly views and more than 25 million global uniques. MiTú  is presently expanding its lifestyle content and programming strategy to include male focused and music content for the first time.

“We are happy to be one of the first movers with MiTú which is adding robust, engaging Latino content into the expanding Hispanic digital space. We are excited to see the network continue to grow and offer solutions that are both video centric and socially connected,” said Marla Skiko, SMG Multicultural’s EVP of Digital Innovation.
“Tapestry uniquely understood the scale, engagement and relevancy that our social video content network could drive and they moved aggressively toward a significant stake in our marketplace to the benefit of their roster,” stated MiTú’s Charlie Echeverry.

MiTú is backed by The Chernin Group LLC (TCG) Along with other investors including: Allen DeBevoise, Chairman, CEO and co-founder of Machinima; Advancit Capital, a venture capital firm founded by Shari Redstone and Jason Ostheimer; Quincy Smith of the internet and media focused merchant bank Code Advisors, and Juan Cristóbal Ferrer of Ferrer Comunicación in Mexico.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Univision Communication announced the appointment of industry veteran Gustavo Ordóñez to the position of SVP of Programming Research. In this role,  Ordóñez will make programming and content recommendations for all of Univision’s platforms based on research regarding the preferences of Univision consumers. He will also work collaboratively across Univision to help drive new business by providing insights on ratings trends. Based in Miami, Ordóñez will report to both Alberto Ciurana, president of Programming and Content, and Elizabeth Ellers, executive vice president of Corporate Research.

Gonzalo del FaGroup M has created a new unit designed to help beef up the operation’s multicultural offering. It will be led by Gonzalo Del Fa, currently managing director of MEC Bravo and a Portada Editorial Board Member, the Hispanic specialist unit at GroupM media shop MEC. The new unit is called GroupM Multicultural. Effective immediately, the heads of the individual multicultural operations at GroupM shops Mindshare, MEC, MediaCom and Maxus will report to Del Fa. As part of a broader expansion of its multicultural practices GroupM said it would be adding both staff and new resources to help multicultural specialists at its agencies serve clients better. Del Fa will oversee that expansion.

Charlie Etcheverry, MitunetworkMiTú is putting some of the money it got in its recent Chernin Group financing into getting ad sales “muscle”. The multichannel YouTube network is hiring Charlie Etcheverry as a Sales Consultant. Echevery most recently served as EVP/CRO of Univision Interactive overseeing national, local and international advertising activities across all of Univision’s digital, mobile and social properties.  In his new role, Echeverry will help shape and provide insight into Mi’Tú’s brand relationships and advertising partnerships, along with supporting the company’s marketing strategy. He will work closely with company partners Beatriz Acevedo, Roy Burstin and Doug Greiff.

The Monitor (A daily newspaper in Mc Allen, TX)  has hired a Texas-Mexico border native and veteran journalist to lead its editorial coverage. Carlos Sanchez, managing editor of the Baton Rouge, La., bureau at the New Orleans Times-Picayune, is set to begin his new position in early May.

MasonBaronet, a marketing communications firm located in Dallas, Texas, announced the hiring of Hunter James as director of business development. James will lead and manage the development and growth of new business and maintain key agency relationships. James is based in Austin, Texas expanding MasonBaronet’s presence in the Austin business community.

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.

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