Latino-focused digital content creator and social-media hub mitú has inked its second deal with a U.S. Hispanic media company in six weeks, teaming up with NBC Universo, NBCUniversal’s Spanish-language cable network.
Under the pact announced July 30, mitú will tap into its network of Latino digital-content creators and social-media influencers to develop summer-themed cross-platform content for Hispanic millenials.
As of Aug. 1, quick-hitting clips produced by mitú are airing during weekend afternoons on NBC Universo. Titled “Vive el Verano,” the series of fun micro-features star such mitú talent as as “El Guzii,” Maiah Ocando, Luan Palomera, Luisito Comunica and “Oh Em Gee It's Eddie G.”
The personalities’ combined audience spans “in the millions and across all major social media platforms,” mitú said.
Vignette topics include do-it-yourself summer hacks, such as electronics; must-have summer apps; fun backyard and pool ideas; savory and sweet grilling recipes; and outdoor entertaining tips.
The segments will air on NBC Universo through Labor Day weekend and be made available via video-on-demand, on the NBC Universo NOW app, nbcuniverso.com, on NBC Universo’s YouTube channel and on the network’s Facebook, Twitter and Instagram pages.
Complementary digital content and social experiences will appear on mitú’s social and digital properties.
“The strong combination of relevant, fun, short-form content on NBC Universo platforms and mitú’s popularity and reach will resonate with Latino millennials, many of whom have grown up with our network,” NBC Universo senior vice president of programming and production Bilai Joa Silar said.
NBC Universo — formerly the youth-targeted mun2 — relaunched as a general-entertainment network for U.S. Hispanics in February of this year. From 1993 to 2001, the network was Latina-targeted GEMS Television.
Beatriz Acevedo, president of mitú, said the digital content curator loves the opportunity to highlight its talent and content.
Mitú had announced a similar arrangement with Discovery Networks U.S. Hispanic on June 23. Silar had been with Discovery before joining NBC Universo in April.
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