Discovery Says ‘mitú’ to Multiplatform Development Deal

When it comes to fresh programming developed by key Latino influencers, Discovery en Español and Discovery Familia are saying “mitú.”

Thanks to a deal announced June 23, Discovery U.S. Hispanic has teamed up with mitú, a Hispanic-focused digital content creator and social media hub, for a multiplatform development agreement that will bring a swath of original digital and television series centered on “mitú’s most successful social influencers” to fruition.

The arrangement between mitú and Discovery U.S. Hispanic includes both longform series and digital assets, available in both English and Spanish and customized for different social platforms, including YouTube, Instagram, Facebook, Snapchat, Vine, Pinterest and Periscope.

Both parties remain mum as to what sort of programming will fall under the scope of the new arrangement. Viewers to Discovery Familia are already familiar with mitú-produced work: In 2014 the network aired the digital entity’s Gurús de Belleza and Casa Linda, shows focused on fashion and home decoration, respectively.

“We are thrilled to team up with mitú and build on their incredible success with millennial Latinos in the digital space,” Discovery Networks U.S. Hispanic vice president of content Angela Recio Sondon said in a statement. “This development agreement allows us to jointly super-serve our multiscreen audiences with relatable and high-quality content and storytelling. It also offers our clients innovative solutions for branded entertainment stemming from our combined expertise and creativity.”

According to mitú, its platform reaches more than 65 million Latino millennials and has a 25% share of the U.S. Latino YouTube audience. “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,” mitú noted on its website.

“Partnering with such a respected brand as Discovery is a great example of mitú's ongoing mission to provide our audience with compelling, culturally relevant content wherever they are,” Beatriz Acevedo, president and co-founder of mitú, said. “We develop our digital content based on data and insights and we are excited to roll out these new formats featuring mitú talent that have been previously incubated on our mitú platform.”