Discovery invests in digital publisher Batanga

Discovery Communications announced that it has made an investment in and formed a strategic partnership with Batanga Media, the independent digital media and content company for Latin America and the U.S. Hispanic market. Batanga will provide consumers with Discovery short-form video.

In this way, the TV network seeks to attract millennials, which advertisers want to reach, offering access to a range of Discovery content.

In a press release, Discovery said Batanga Media’s proven expertise in creating content that engages audiences across social and mobile platforms, will support Discovery’s efforts to super-serve its audiences throughout Latin America and enable advertisers the opportunity to reach their desired audience cross-platform via linear, digital and social. The new partnership will also allow Discovery to leverage Batanga Media’s data-driven content creation process.

Batanga is considered the largest independent digital media and content company in Latam and the U.S. Hispanic market. It has over 40 million Facebook followers and over 90 million unique followers across its owned-and-operated properties and social channels, which include: Vix, Batanga, iMujer,and Bolsa de Mulher.