Maker Studios to Produce Latino Programming With MiTu
The deal includes original and branded content
Maker Studios has signed an exclusive deal with Latino YouTube multichannel network MiTu to create original and branded content for Hispanic audiences, the companies announced Tuesday morning.
As part of the pact, Disney-owned Maker will work with the Latino talent found across MiTu's 1,300 partner channels to produce English- and Spanish-language programming.
MiTu chief revenue officer Charlie Echeverry called the deal a turning point for brands. "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," he added. "We are confident that this partnership will provide world-class Latino branded content and social amplification solutions to Maker's extensive portfolio of current partners, and serve as a vehicle for any brand eager to reach today's digital Latino consumer base."
Added Maker head of sales Jason Krebs, "Teaming up with MiTu 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, which operates a YouTube network with 55 million subscribers and more than 470 million monthly views, in August announced a development deal with Televisa. Maker, meanwhile, recently announced that it will manage the YouTube channels of America's Funniest Home Videos.