By Evan DeSimone
Latino-focused multi-channel network Mitú announced today the launch of its own proprietary technology platform, signaling its transition into a broader multi-platform media and technology company.
Founded in 2012, Mitú specializes in helping brands to create for and reach Latino and Hispanic millennials. According to a statement, the new platform will give users the ability discover, onboard, and manage creators and influencers from across social media platforms.
In February of 2015, Mitú acquired Lightt, a start-up mobile video platform which will form the basis of Mitú’s technology push. Lightt founder Alex Mostoufi, who joined Mitú as CTO through the acquisition, will lead the company’s push to put technology and data at the forefront. Mostoufi will work closely with Mitú’s latest hire, Break Media and Upworthy veteran Michael Su, who will spearhead the development of the technology platform in his role as chief product officer.
Mitú is in an good position to leverage its existing creator community to lead its technology charge. Hispanic Americans are among the largest consumers of online video content, consuming on average 90 more minutes per month than the U.S. average according to Nielsen.
The new platform will be a major step for Mitú, which until now has focused primarily on content inking distribution and development deals with cable partners such as HLN, Discovery Familia,NBC Universo, and Discovery Communications.The new Mitú platform will shift the focus, putting content creation and distribution back into Mitú’s hands.