MiTú announces partnership with Maker Studios

Latino digital network MiTú announced on Tuesday it will partner with Maker Studios to develop Latino branded entertainment content.

Since its inception in 2012, MiTú, backed by The Chernin Group and other investors, has grown to 55 million global subscribers and more than 470 million monthly views across 1,300 partner channels.

Maker Studios, a wholly-owned subsidiary of The Walt Disney Company, draws in more than 9 billion views monthly with more than 550 million subscribers globally.

The companies hope to lure advertisers and reach the growing U.S. Hispanic market by creating culturally relevant, original, branded content using MiTu’s global base of Hispanic talent.

“Hispanic millennials in the U.S. are avid viewers of online video across all platforms,� Jason Krebs, head of sales for Maker said in a statement. “Teaming up with MiTú allows us to meet the demands of so many of our brand partners who want to connect with today’s young generation of Latinos, as well as provide this service to new advertising partners.�

MiTu Chief Revenue Officer Charlie Echeverry echoed the enthusiasm.

“The ‘total market’ strategy that we’ve all heard about in the Hispanic media space for years is finally here,� he said in a statement. “It’s no longer only the responsibility of those in multicultural disciplines to plan and execute against the Latino opportunity—everyone along the marketing value chain is interested in these capabilities.�

The partnership is MiTú’s latest effort to expand its presence. The Culver City company recently teamed with Spanish-language media giant Televisa in August to jointly develop and distribute programming. It also struck a deal with Univision Communications in December to provide short-form Spanish-language digital content.

Terms of the MiTu and Maker deal were not disclosed.

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