Latino MCN mitú Expands Tech Platform, Hires Upworthy Exec

SANTA MONICA: Months after acquiring mobile-video outfit Lightt, Latino MCN mitú has launched its own proprietary technology platform and brought on former Upworthy exec Michael Su as chief product officer.

The company’s new offering provides an ability to discover, bring aboard and manage creators and influencers from across the social web, including YouTube, Facebook, Twitter and Instagram. The platform will also provide mitú with insights to better understand audiences and monetize content across these platforms. Lightt, which mitú acquired in February, will leverage its experience creating a social, cloud-based video ecosystem to form the nucleus for mitú’s new data-driven platform.

Additionally, Su will be responsible for overseeing and developing the company’s product division, working closely with CTO Alex Mostoufi, founder of Lightt, to expand mitú’s technology platform. Su previously served as head of product for media site Upworthy.

“Media consumption habits are rapidly evolving, with audiences engaging on a range of social platforms that are constantly shifting,” said Roy Burstin, the CEO of mitú. “To succeed we need to provide outstanding support to our influencers while learning how our audiences are consuming content across all available platforms, and what are the categories that perform best. Our expanded technology ecosystem, led by CTO Alex Mostoufi, now together with CPO Michael Su, gives us the ability to offer a data-driven approach to both our influencers and our brand and media partners.”

Mostoufi remarked: “The Lightt team’s extensive experience in the social media space fits seamlessly with what we are doing at mitú. From cultivating a highly creative, engaged user base to offering a wide range of media creation and audience development tools, we are building a platform that is truly state-of-the-art in digital media.”

Su added: “I believe mitú is at the forefront of the digital media ecosystem, and am proud to be part of a team of innovators who are empowering global Latino content creators.”