Discovery Communications said it has made an investment in and formed a strategic partnership with Batanga Media, an independent digital media and content company focused on the Latin American and U.S. Hispanic markets.
The move is in line with several transactions the content company has made in the past several weeks, most notably its partnership with Group Nine, a digital content company that includes Discovery’s seeker.com website and production company as well as online pop-culture site Thrillist, animal advocacy site The Dodo and news site Now This.
According to Discovery, Batanga reaches more than 215 million people monthly and has more tha 40 million Facebook followers, 90+ million unique views across its properties like Vix, Batanga, iMujer and Bolsa de Mujer. In addition, the company claims more than 780 million views to its sites in November and more than 8 billion social impressions.
“Our investment in the largest independent digital content company in Latin America shows Discovery’s commitment to grow even further within the region, to build our presence across new platforms, and provide an unmatched service for superfans across all screens, engaging new audiences with best-in-class content and providing our advertisers unique branded content opportunities in a digital and social environment,” said Enrique Martínez, president and managing director of Discovery Networks Latin America/US Hispanic, in a statement.
The partnership between Discovery and Batanga Media will include a commercial agreement that will enable advertisers to reach their desired audience via true 360 opportunities across linear, digital, and social platforms.
Martinez and Michael Bremer, CFO & COO of Discovery Networks Latin America/US Hispanic will be joining the Batanga Media Board. In addition to Discovery, Batanga Media’s other major investors include HarbourVest Partners, H.I.G. Ventures and Tudor Ventures.
“This is a winning scenario for us, allowing our company the opportunity to remain independent and build our own future, while at the same time, having the support of one of the best media and entertainment companies in the world,” said Batanga CEO Rafael Urbina, in a statement. “Together, we will have more influence; we will be better partners to our advertisers; and most importantly, we will be able to make an even bigger impact and continue to stay ahead of the market."
