By Evan DeSimone
Millennials! Cord-cutters! The Latino market! All of these are things that get advertisers salivating. They’re also exactly the targets of a new launch by Lorne Michael’s Broadway Video, producer of such shows as NBC’s “Saturday Night Live” and “The Tonight Show Starring Jimmy Fallon.” Steered by “SNL” alums Horatio Sanz and Fred Armisen, Broadway Video will launch Más Mejor, a digital content hub for Latino comedy.
Sanz and Armisen have both signed on to groom and identify Latino talent, a process that will start by combing through the roster of Broadway Video’s existing digital comedy hub, Above Average. Más Mejor (More Better) will act as both a content distribution hub and an incubator studio for emerging digital talent.
Many of the performers tapped for Más Mejor have already built audiences of their own on YouTube or other digital platforms. Sanz and Armisen are aiming to create something more unified, and with higher production values, to attract premium audiences and advertisers. Among the creators signed on so far are sketch comedy troupe Room 28 and stand-up comedian Gina Brillon, who recently appeared on another Broadway Video production, NBC’s “Late Night With Seth Meyers.” Other content will be supplied by Mexico City-based What a Bear Producciones, headed by executive producer Adriana Bello.
Más Mejor comes at a time when millennial audiences and Latino millennials in particular are moving away from television and even desktop digital. Consumption of mobile video among young Latinos is higher than in any other demographic segment, making it an attractive market for digital advertisers to reach. Más Mejor will also have its own dedicated web portal as well as distribution through the digital channels of Latino media giant Telemundo and sister company NBC Universal.
The greater NBC family of outlets has demonstrated a continuing interest in reaching Latino millennials through digital video. Earlier this year, the broadcast giant’s Spanish language extension, NBC Universo, partnered with latino focused content provider Mitu to create original series targeting that demographic. Más Mejor will focus on comedy in hopes of capturing those same eyes.