On April 30, HIP Entertainment Group launched MiTu—a bilingual network that’s part of a digital multi-platform initiative aimed at capturing contemporary Latin/Hispanic millennials—on Youtube. Network executives like Beatriz Acevedo, as well as Doug Greiff, partner and chief creative officer, are looking to capitalize on a growing Latino audience as well as an increasingly mobile one.
This month, MiTu announced the launch of it’s own technology platform that will work in unison with MiTu’s recently acquired mobile video company, Lightt. Lightt’s video platform allows users to generate unique video content, edit and share videos with other users.
According to MiTu’s website, “We reach millions every day through video and social content on more than 1,500 YouTube channels, nearly 5,000 social channels, and leading destinations for today's Latino millennials and content creators.”
What MiTu Offers
The new technology platform will allow users to discover, upload, and manage creators and social commentary from multiple sites like YouTube, Facebook, Twitter, and Instagram.
The platform will also help MiTu better understand growing analytical data on the 100 million global users. With this data, MiTu will be better equipped to manage advertising and monetize content across various platforms.
According to Roy Burstin, MiTú's CEO, “…Our expanded technology ecosystem... gives us the ability to offer a data-driven approach to both our influencers and our brand and media partners.”
The partnerships he’s referring to include Discovery, Spanish-language network Televisa, AOL, and Univision as well as brands like Microsoft, Pepsi, Bud Light, and Ford.
It’s an empowering sentiment that MiTu sees a value in proliferating Latino/Hispanic content to this underrepresented group in popular media. Developing the technology platform and increasing the visibility of these content creators and social influences will hopefully allow their voices to be more equally represented in the democratic space of online content.
Alex Mostoufi, MiTu’s chief technology officer and founder of Lightt, said the users are highly creative and engaged in media creation.
“We are building a platform that is truly state-of-the-art in digital media," he added.
On the other hand, the smarter these analytical tools get while spreading user-generated content, the more accessible this market will become to advertisers and other marketing schemes across emerging mobile platforms.
So while it’s terrific to empower the underrepresented, it’s likely not in the best interest of those it seeks to represent—Mitu likely serves a different master in the market economy.