NBCUniversal’s Hispanic Group — which includes the Telemundo network — has reached a deal with Defy Media, a multichannel network focused on millennial audiences, to jointly create original content in Spanish and English that will be distributed to multiple platforms.
The partnership will focus around Defy Media’s ClevverTeVe Spanish-language YouTube channel, which covers entertainment, celebrity and fashion news. Initial content developed under the deal will center on moms, fitness and beauty and will tap into talent and studios from both companies.
The initiative is slated to launch in the fourth quarter of 2015, running across digital, linear TV and mobile. The pact is to be announced at Tuesday’s NBCU’s Hispanic Group Upfront.
According to the companies, the goal of the alliance is to develop new social and mobile content specifically designed for “Generation M” (millennial, mobile, multicultural).
“Defy Media has constantly been ahead of the curve in bringing innovative and highly social content to the marketplace,” Peter Blacker, exec VP of digital media and emerging businesses for NBCU Hispanic Enterprises and Content, said in announcing the partnership. “We are thrilled to be their official Hispanic partner and look forward to working together to create new and exciting products that engage the U.S. Hispanic audience in multiple languages and on multiple platforms.”
For Defy Media, the deal with NBCU Hispanic Enterprise and Content promises to significantly extend its reach to Hispanic viewers — and will give it a new outlet on TV. Defy’s digital network currently reaches more than 50 million YouTube subscribers and generates more than 500 million monthly video views.
“NBCUniversal Hispanic Enterprises and Content leads the industry with its innovative approach to engaging Hispanics across all platforms in Spanish and English,” Defy Media president Keith Richman said in a statement. “We are excited to grow this market together with new concepts and experiences.”
NBCU’s Hispanic Enterprises and Content claims to reach over 90% of Hispanics in the U.S. every month across all its video platforms, in English and Spanish. The group includes the Telemundo Spanish-language network, available to 94% of Hispanic TV households with entertainment and news programming; the NBC Universo entertainment cable channel for Latinos; and its digital media unit, which creates and distributes original content across digital and emerging platforms.