Looking to capitalize on both the growth of the Latino audience and the emergence of new digital platforms, a new bilingual network being fronted by executives from programming company HIP Entertainment Group will launch on YouTube on April 30.
MiTu Network will feature about 30 channels of lifestyle and entertaintment content aimed at both Spanish- and English-speaking Latinos. HIP Entertainment Group President Beatriz Acevedo will also serve as head of MiTu. HIP is one of the investors in MiTu. Doug Greiff, a partner and chief creative officer of HIP and a former MTV and Nickelodeon programming executive, will also serve as chief content officer of MiTu.
"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,” Greiff said. "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."
MiTu will pitch itself to advertisers next month in New York during what has been dubbed as the digital upfronts where online platforms will try to woo Madison Avenue.
-- Joe Flint
Photo: Beatriz Acevedo. Credit: HIP.