Beatriz Acevedo, Founder and President of MiTu Network (www.youtube.com/mitu), the new Latino focused digital video platform exclusively dedicated to lifestyle content, announced its official formation. Currently in its preview phase, the network will officially launch April 30th, prior to their Digital Content NewFronts presentation in New York on May 2, 2012. Acevedo founded MiTu with her partner Doug Greiff from HIP Entertainment Group, along with other investors and Latin entrepreneurs. HIP Entertainment Group is one of the most influential companies specializing in the development and production of bilingual television content in the United States.
MiTu Network was created to cater to the growing Latino demand for creatively packaged how-to, help-oriented content for bilingual and bicultural audiences in the US and abroad. With the exploding number of U.S. Latinos watching video on YouTube, MiTu offers a compelling alternative to traditional Hispanic programming and media opportunities for viewers and advertisers. Programming will feature a mix of English and Spanish language content that will aim to both entertain and be a resource for Latin audiences focusing content around six key channel categories: Health, Beauty, Food, Family, Style and Design.
“As a bilingual and bicultural U.S. Latina, there are few networks that speak to us in a way that we can identify with. Until now, quality, entertaining content that reflects our way of life has been incredibly difficult to find. So we set out to create a global network where Latinos can connect with each other, feel proud, inspired, and properly represented as the cultural and economic force that we are in this country,” says Founder and President of MiTu Network, Beatriz Acevedo.
U.S. Hispanics control over a $1 Trillion in purchasing power and advertisers are scrambling to figure out how to win their favor. “MiTu’s mix of lifestyle programming, offers an ultra-targeted and highly engaged audience environment where advertisers can go beyond the 30-second spot. This is a video platform with a very significant social media component. Our content is organized around audience passion points and our viewers will be able to actively relate to and interact with our programming hosts,” said Colombian born Roy Burstin, MiTu’s CEO. “We are going to be able to give brands a whole new way of engaging Latino audiences, mixing branded entertainment, online advertising, and social media conversations.”
By launch, MiTu will feature a variety of more than 30 established Latino lifestyle channels with a loyal following housed under their network. Among them are: “Cursos de Maquillaje,” “Ecodaisy,” “Cocina al Natural,” “My Makeup Corner,“ “La Receta de la Abuelita,” “Fitness Cada Dia,” among many others. With an aggressive plan to add channels and programming, MiTu will also feature original series produced by its award-winning team and starring the next generation of great Latin chefs, designers, makeup artists, health experts, financial planners, and more. Shows like “JC’s 3-Ways,” featuring Mexican chef and long time Bobby Flay collaborator, JC Pavlovich, “Glam Look,” starring celebrity stylist Elvia Felix, and “Casa Linda,” featuring home design expert and professional Art Director, Linda Ruiz.
MiTu’s partner channels are hubbed in various cities in the United States and some others internationally, in countries such as: China, France, Spain, Chile, Colombia, Venezuela and Mexico; all of them with strong U.S. based subscribers.
“After years of producing Latin-inspired lifestyle programming for such TV networks as Food Network, Discovery Channel, Travel Channel, Home & Garden Television and others, we saw a tremendous opportunity to bring our production expertise and advertising relationships to the web, to join forces with other Latin content creators who share a similar passion and point-of-view about contemporary Latin/Hispanic culture. Up until now, there has essentially been an invisible network of Latinos on YouTube, but they haven’t been organized in a way that makes it easy for viewers or advertisers to find them,” says Doug Greiff, MiTu’s Chief Content Officer.
It’s no accident that MiTu network has carved out a position as a lifestyle network. Latina women are the fastest growing population segment in the U.S., and currently represent 17% of all females 18-49 in the U.S., the largest growing consumer market to date in both traditional and digital platforms. That percentage gets close to 50% in markets like Los Angeles and Miami. The MiTu network will cater primarily to Latina women who control the purse strings to the Hispanic household budget.
About MiTu – MiTu, the 100% Latino lifestyle network, is dedicated to presenting high-quality lifestyle programming for today’s connected Latino audience in English and Spanish. The network features real-life Latino video-makers and is distributed worldwide through YouTube, which reaches over 800 million monthly unique users. The MiTu network centers around six content verticals (Health, Beauty, Food, Family, Style and Design), enabling an ultra-targeted environment for advertisers and brand integrations.
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