Discovery Invests In, Strikes Partnership With Batanga Media
The deal with the digital media and content company for Latin America and the U.S. Hispanic market follows Discovery's recent investment that led to the formation of Group Nine Media.
Discovery Communications on Monday said it has made an investment of unspecified size and formed a strategic partnership with Batanga Media, a digital media and content company for Latin America and the U.S. Hispanic market.
The deal follows Discovery's investment in November that led to the formation of Group Nine Media, whose brands include The Dodo, NowThis, Seeker and Thrillist.
Batanga has a monthly social reach of 215 million-plus, including 40 million-plus Facebook followers, 90 million-plus uniques across its owned-and-operated properties — including Vix, Batanga, iMujer and Bolsa de Mulher — and 780 million-plus video views in November, the companies said. Discovery is led by CEO David Zaslav.
"Batanga Media’s proven expertise in creating content that engages audiences across social and mobile platforms, will support Discovery’s efforts to super-serve its audiences throughout Latin America and enable advertisers the opportunity to reach their desired audience cross-platform via linear, digital and social," said Discovery. "The new partnership will also allow Discovery to leverage Batanga Media’s data-driven content creation process."
Enrique R. Martinez, president and managing director of Discovery Networks Latin America/U.S. Hispanic said, “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 super-fans 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."
Added Rafael Urbina, CEO of Batanga: "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. 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."
Martinez and Michael Bremer, CFO and COO of Discovery Networks Latin America/U.S. Hispanic, will be joining the Batanga board. In addition to Discovery, Batanga Media’s other major investors include HarbourVest Partners, H.I.G. Ventures and Tudor Ventures.