Media and entertainment company NGLmitú, which super-serves the US Latino marketplace, announced the launch of streaming platform mitúTV along with their plan to expand mitú signature brands. The Latino media and entertainment powerhouse offers massive digital scale and specializes in connecting with bilingual and English dominant US Latinos, the fastest growing sector of the marketplace.
Last year, NGL Collective and mitú announced their merger, becoming one of the largest digital media and entertainment companies catering to US Latinos, one of the fastest growing racial and ethnic groups, accounting for 62 million of the US total population with 80% of those being English speakers.
“NGLmitú presents the most comprehensive approach to reaching Latino audiences through our different brands and offerings. We create content by Latinos, for Latinos in language, in culture and in context which allows us to speak and connect with our community authentically,” said Joe Bernard, Chief Revenue Officer at NGLmitú.
MitúTV is an English and bilingual programming service aimed to fill the gap in the CTV space among Hispanic targeted services. It features over 120 hours of original Latino-led programming including mitú Originals like “Three Gs in a Pod,” “Girl, Let Me Tell You,” “Spill the Chisme,” “Cholos Try,” “Things Latina Moms Say,” “La Cocina,” and more. With its 14,000 sq ft studio in East Los Angeles, the award-winning mitú Studios team will continuously develop and produce new original content for mitúTV.
The channel also features content from Latino creators such as Inland Entertainment Network, Digital Bodega and the Immigration Archive Project. The channel’s programming aims to represent the diverse faces of Gen Y/Z US Latinos and offer an alternative to Spanish-dominant CTV content sourced from Latin America. It is available for free through mitu.tv, mitúTV VOD channel and app (android and iOS), as well as Roku, FireTV, and AppleTV.
“MitúTV is changing the game when it comes to entertainment created by Latinos for Latinos all in one place. Everyone knows we are a huge part of today’s streaming audience. MituTV provides an easy way for Latinos to access authentic content and see themselves positively portrayed like never before,” commented award-winning actor, activist and NGLmitú partner, John Leguizamo.
The company is also announcing its plans to double down on its female lifestyle brand, Fierce by mitú. Fierce was created in 2017 to build a community of Latinas and women of color to celebrate their successes, support one another, share resources and open much-needed dialogues. Its following tops 500k, with an engaged and supportive community.
“With more Latinas enrolled in higher education, starting new businesses, and contributing nearly one trillion to the US economy, we believe it is the perfect time to expand the influence of Fierce by mitú through content and activations that further enable the incredible potential within this community,” commented Vanessa Vigil, Chief Brand Officer of NGLmitú.
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