MiTu is not slowing down anytime soon in terms of growth. The Hispanic multi-channel network, which has a new series deal with NBC Universo, has hired Michael Su as the new Vice President of Product, and also announced an impressive new technology platform in the works.
Su comes to MiTu with plenty of product development and leadership experience. Su previously served as the head of product at Upworthy; before that, the executive was VP of product at Break Media. At MiTu, the new VP will head up the Spanish-leaning network’s product department and aim to expand its overall offerings.
Su will also work on MiTu’s upcoming technology platform alongside MiTu Chief Technology Officer and founder of app company Lightt Alex Mostoufi. According to The Los Angeles Times, MiTu said this new tech platform “provides an ability to discover, onboard, and manage creators and influencers from across the social web, including YouTube, Facebook, Twitter and Instagram.” MiTu also hopes to use the tech to track its audience’s habits and monetize accordingly.
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As reported by StreamDaily, MiTu’s CEO Roy Burstin noted in a statement how media consumption and social platforms are always changing. “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,” explained Burstin.
To help achieve this goal, MiTu will leverage Lightt’s tech and mobile experience to develop the upcoming platform. Acquired by MiTu in February 2015, Lightt created a mobile video app which let users capture, edit, and share clips online. And since StreamDaily reports 80% of MiTu’s traffic now comes from mobile users, Lightt’s app expertise will be invaluable as the network grows its new technology.
“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,” Mostoufi said.
MiTu said new products, features, and partnerships will be announced in the fourth quarter of 2015.
