What: Batanga Media is creating Batanga Studios, a division of the company which will be committed to the growth of digital video within the Hispanic digital space
Why it matters: Digital media properties are expanding into the digital video space as (Hispanic) video consumption grows at a very high rate. The hope is to capture ad dollars that traditionally have gone to TV advertising budgets. (Recent movements in the sector include the MiTú partnership with AOL announced last week.)
Batanga Studios, a new unit of Batanga Studios, will produce and distribute video content to audiences across all of their web properties. Rafael Urbina, CEO of Batanga Media, notes that “the focus will be not only to create, but to license and distribute exceptional video content that will grow the availability of in-language and in-culture programming for advertisers and audiences alike.
“We actually have studio space in both the U.S. and LatAm. Here in Miami we work with several studios and have studios in both Uruguay and Brazil,” Urbina tells Portada. Rafael Garcia, VP of Content Development for Batanga Media will be in charge of the Studios. Batanga is currently licensing content to run on its own properties. It is looking to begin licensing our own content in the back half of the year.
Batanga is developing video content for its own media properties such as Batanga.com, imujer.com and hoyenfutbol.com as well as for its ad-network platform. “We are developing and licensing quality, relevant video content specifically for our media properties. Our ad-network platform allows us to leverage publisher relationships to both syndicate and distribute additional video content to Hispanics online,” Urbina notes. In terms of the business model of the third party video sindycation, Urbina notes that it can be a fee-based model and or an advertising revenue share based model.
According to Nielsen’s cross-platform research, U.S. Hispanics watch 62% more digital video than non-Hispanics, while eMarketer reports that on average users in Latin America watch about 102 digital videos a month, 166 videos in Brazil. “We understand our users’ thirst for video content and are committed to providing them with the quality and relatable content that they seek”, Urbina said.
One of Batanga Studios’ first products, #Batanga11 was launched this past December and has quickly generated thousands of views in its first few weeks. Produced by Batanga Studios, the weekly webisode features the week’s top hits on Batanga Radio, including breaking entertainment news and gossip. In addition to the original production, Batanga Studios has also licensed exclusive video content featuring the hottest Latin artists to be presented and distributed through several special content series. The first of these series will feature Regional Mexican band, Los Inquietos.In addition to music and entertainment content, Batanga Studios is also producing original videos featuring women’s lifestyle content such as their “Moda y Famosos” and “Tips iMujer” series. Both deliver fresh, relevant and engaging content containing fashion, celebrities and lifestyle tips any Latina can apply to her daily life.
Along with the creation of Batanga Studios, all of the Batanga Media properties will be launching separate and enhanced video platforms which allow for superior viewing experiences and are all mobile responsive. With 44% of Hispanics watching videos online on smartphones versus 30% of the general population, it is vital that all video content is accessible via mobile devices and provides an opportunity for advertisers to engage with viewers across all digital platforms.