By Sahil Patel
Latino video network MiTú has inked a multi-platform development deal with Discovery US Hispanic, the Spanish-language division of Discovery Communications, to produce a slate of original web and TV series featuring Latino digital video creators and social media influencers.
Programming developed and produced under the pact will premiere on TV on Discovery en Espanol and Discovery Familia, with complementary content airing across MiTú-owned digital properties. As part of the deal, MiTú and Discovery US Hispanic will develop both the long-form formats and digital assets in both English and Spanish, while also customizing them for different social platforms including YouTube, Facebook, Snapchat, Instagram, Vine, Periscope, and Pinterest.
The deal follows the on-air success of two series that MiTú has already produced for Discovery Familia. In November 2014, MiTú and Discovery announced a deal to bring two of the digital network’s web series, “Gurus de Belleza” and “Casa Linda,” to TV. Since their premieres, the shows have grown in their respective time slots by 213% among women 18–34 and 42% among women 18–49, which also suggests that a lot more younger women (millennials) are watching them on TV.
“Partnering with such a respected brand as Discovery is a great example of MiTú’s ongoing mission to provide our audience with compelling, culturally relevant content wherever they are,” said Beatriz Acevedo, co-founder and president of MiTú, in a statement. “We develop our digital content based on data and insights and are excited to roll out these new formats featuring MiTú talent that has been previously incubated on our MiTú platform.”