What: Video marketing solutions company, NGL Media, held its NewFront in New York City.
Why it matters: The company led by CEO & Founder David Chitel is the only Latino and multicultural Millennial video pure play that participated at the Newfronts this year. Its new offerings include two comedy initiatives to be distributed over Mobile, OTT, social and potentially linear distribution channels. The content can be described as “quality funny” targeting today’s digitally connected New Generation Latino and multicultural audience.
As multicultural Millennials consume the vast majority of their content in digital format, a new breed of media companies and players are betting on production and distribution of content mostly in mobile, desktop and OTT video formats. NGL Media, and its production division, NGL Studios, are leading players in this relatively new space. At the NewFront presentation, David Chitel, NGL’s CEO & Founder, noted that Hispanic and overall multicultural audiences are “still widely underrepresented” in media and entertainment.” Chitel stressed that 43% of millennials identify as multicultural (48% of GenZ).
Chitel announced two new exclusive digital initiatives by NGL Studios, including one based on ‘Latin History for Morons’, the latest one man show created by NGL partner, John Leguizamo.” Think Anthony Bourdain’s ‘Parts Unknown’ meets Bill Maher’s ‘Religulous’ wrapped up in Leguizamo’s original comedic style, and based upon excerpts from his one-man show. ‘Latin History For Morons’ (The Series) is going to follow John and his famous friends around the world, as they uncover the un-told stories about Latinos contributions throughout history yet to be told to a mainstream audience. From an advertiser perspective, sponsorship and integration opportunities into exclusive digital content packages are endless given the talent, locations and situations NGL Studios will be working with,” Chitel noted.
Liberty & Comedy for All
Chitel also announced a new comedy video platform called “EOP Comedy: With Liberty and Comedy for All”. EOP is an acronym for “Equal Opportunity.” EOP Comedy, will launch in the back half of 2017 as a mobile App and OTT channel, supported by dedicated social channels and high profile Latino and multicultural talent. “Culture begets cultures,” Chitel said. “These are cultures that are very much intermingled, and those individual cultures don’t necessarily like to be put into any one specific cultural box that says, ‘This is the only thing that’s for you.’ Everything is for them, which is why we launched Equal Opportunity: With Liberty and Comedy For All.”
Chitel stressed that NGL Media’s branded content programs organically live across a holistic combination of paid, owned and earned media, heavily leveraging the company’s proprietary video technology. One such example is a successful branded entertainment program that NGL Media produced and executed for Ford (Latinas on the Move), featuring Stephanie Beatriz and Melissa Fumero—two Latina stars from the hit TV show “Brooklyn Nine-Nine.”
NGL Media is also going to introduce a new native video offering which will be incorporated to its video technology stack later this year.