mitú, the latino-focused digital network, is placing new focus on long-form content with the creation of a long-form development, production and talent team. Herb Scannell, the recently appointed CEO of the online network, has appointed creative executive David Ortiz to lead the team.
“I’m excited to join mitú at a time when Latinos are becoming the leading edge in America,” Ortiz said. “Our insights and ability to attract and mobilize a massive audience has created a demand for us to double down on investments in original series and character IP. Young Latinos want to see their stories being told and mitú is uniquely positioned to become the voice of this generation.”
Joining Ortiz will be Ernie Martinez and Raul Celaya. Martinez, previously the director of on-air programming at Disney, will serve as vice president of talent partnerships and will be responsible for developing a roster of A-list and emerging talent. Celaya, a 20-year production executive, joins mitú as SVP of Content Operations and Production. Previously he was head of production at Astronauts Wanted and Studio 71.
“Beatriz and I are extremely excited to begin building a robust long-form and scripted content pipeline,” added Scannell. “Our goal is to bring to life the rich ‘stories of us’ that are not being told by mainstream media today.”
The creation of mitú’s new team comes at a time when digital services that have relied heavily on short-form content have been struggling. In August, NBCUniversal’s streaming comedy site Seeso, closed it’s doors; in September, Comcast’s streaming video platform Watchable announced it would cut back on funding original series all together; in November, OtterMedia announced plans to shut down the streaming arm of Fullscreen Media; and Verizon’s go90, another buyer of short- and mid-form video shows, has cut spending as the company rethinks its original content strategy.
mitú’s investors include Upfront Ventures, WPP, AwesomenessTV, and Verizon Ventures. The company is headquartered in Downtown Los Angeles and has operations in New York, Chicago, and Bogotá, Colombia.