With an eye on moving deeper into digital content, Discovery Communications has invested in Batanga Media, an indie digital media and content company for Latin America and the U.S. Hispanic market.
Headquartered in Miami, with offices across Latin America, Batanga has a strong presence across digital platforms, including Facebook and its own properties and social channels, such as Vix, Batanga, iMujer and Bolsa de Mulher. Statistics provided by the company state it has 780 million video views to date and eight billion social impressions.
The deal is intended to boost Discovery’s ability to attract younger, mobile-first viewers — so-called “cable-cutters” or “cable-nevers”— in the increasingly influential Latin American market. The new partnership will also allow Discovery to leverage Batanga Media’s data-driven content creation process.
“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,” said Enrique R. Martínez (pictured), president and MD of Discovery Networks Latin America/US Hispanic.
Martinez and Michael Bremer, CFO & COO of Discovery Networks Latin America/US Hispanic, will be joining the Batanga Media board. In addition to Discovery, Batanga’s other major investors include HarbourVest Partners, H.I.G. Ventures and Tudor Ventures.
The deal follows another investment by Discovery in November, which led to the formation of Group Nine Media, an online digital publisher, with brands including animal-focused The Dodo, new-oriented NowThis, Seeker and lifestyle publisher Thrillist.