Discovery Invests in LatAm/U.S. Hispanic Digital Outfit

MIAMI: Discovery Communications has invested in Batanga Media, a digital media and content company focused on Latin America and the U.S. Hispanic market, and has inked a strategic partnership with the venture.

Batanga Media’s four properties, Batanga, iMujer, Vix and Bolsademulher, have more than 150 million unique users a month. Batanga’s base of millennial audiences will now be able to access short-form content from Discovery. Discovery also aims to leverage Batanga Media’s data-driven content-creation process. The partnership between Discovery and Batanga will also provide ad clients with options across linear, digital and social platforms.

Enrique R. Martínez, president and managing director of Discovery Networks Latin America/US Hispanic, noted, “Our investment in the largest independent digital content company in Latin America shows Discovery’s commitment to grow even further within the region, to build our presence across new platforms, and provide an unmatched service for superfans across all screens, engaging new audiences with best-in-class content and providing our advertisers unique branded content opportunities in a digital and social environment.”

Rafael Urbina, CEO of Batanga Media, added, “This is a winning scenario for us, allowing our company the opportunity to remain independent and build our own future, while at the same time, having the support of one of the best media and entertainment companies in the world. Together, we will have more influence; we will be better partners to our advertisers; and most importantly, we will be able to make an even bigger impact and continue to stay ahead of the market.”