Digital media company's backers include Chernin Group, Shari Redstone and Machinima's Allen DeBevoise
Univision Communications cut a syndication deal with MiTú, a Latino-focused YouTube multichannel network whose backers include Chernin Group, which will provide short-form content for the Hispanic broadcaster’s digital properties.
Terms of the deal were not disclosed. Charlie Echeverry, MiTú’s chief revenue officer and former Univision exec, negotiated the deal with Univision’s digital team.
MiTú launched in the spring of 2012 and now has more than 45 million global unique viewers per month on YouTube, delivering 185 million monthly views. The MCN produces and distributes programming aimed at young Latinos in the lifestyle verticals of beauty, food, DIY, home and health. It recently launched a male pop-culture channel, Macho, anchored by the sketch comedy show “El Show” with Chuey Martinez.
“MiTú has created an expertise in producing and curating culturally relevant Latino lifestyle content for today’s younger generation of Hispanics,” said Kevin Conroy, president of digital and enterprise development for Univision. The content, including MiTú originals and partner-produced video, will be distributed on Univision’s UVideos and other services.
In addition to Chernin Group, MiTú investors include: Machinima chairman Allen DeBevoise; Advancit Capital, a venture-capital firm founded by Shari Redstone and Jason Ostheimer; Quincy Smith of Code Advisors; and Juan Cristóbal Ferrer of Ferrer Comunicación in Mexico. Culver City, Calif.-based MiTú raised a $3 million round of funding in December 2012.