Turning mitu TV On with an Upfront Sponsor Appeal

The Big Message:Get on board mituTV at the start to reach more than 62 million U.S. Latino citizens with a well-differentiated service from others directed at this growing community. With Roku, Apple TV and Amazon Fire TV as initial carriers, the network is on its way to making an immediate impact on Latinos, leading to great benefits for initial sponsors. "This is an incredible moment," Leguizamo noted. "This is exactly what I've been working for. We're taking control of our own narrative and our own destiny."

Host: Joe Bernard, NGLmitu's Chief Revenue Officer, served in that capacity, turning the microphone and podium on the stage over to other NGLmitu executives (including NGLmitu Chief Executive Officer David Chitel) for specific segments.

What Worked: The pre-launch festivities at Ascent Lounge, where the presentation originated. A mini-red carpet area near the front doors was set up to engage reporters and photographers with Leguizamo and other dignitaries. Inside, attendees were treated to drinks and a variety of appetizers, along with plenty of plush seats and sofas on one side of the room to relax, network or handle business.

What Also Worked: Delivering all the key information about mituTV -- with videos of first-run series launching over the first week -- in one segment. Before that, Bernard and executive colleagues traced the origins of NGLmitu and its digital content track record involving online, mobile and podcasts, produced at a 14,000 square foot studio in East Los Angeles.

What Didn't Work:The closing performance by rising star singer/rapper Poe Leos hit the spot. However, Leos came out to do her thing after the drink bar reopened, so she had to compete with the noise from people at the bar. Those who focused on Leos could see why her star is rising.

Data Points:More than 13 million people follow mitu's content online on a regular basis. Parent NGLmitu programs more than 200 YouTube music channels.

News:Over 120 hours of first-run series will be offered on mituTV over the first few weeks, with a variety of additional series launching soon or in development. All the channel's programming will be in English or bilingual, including acquired Latino-produced films and short subjects. Series starting at launch include Three Gs In a Pod (topic-driven discussions co-hosted by women), Spill the Chisme (comedy game show where the contestants pay a hot-chile eating penalty for incorrect answers), miTV Office(a semi-scripted mocumentary taking place inside mitu's East L.A. studio) and The Sunday Scoop (an alternative Sunday morning talk program). Series and specials from third-party production organizations managed by Latinos, such as Inland Entertainment Network, Digital Bodega and Immigration Archive Project, round out the schedule. Later this year, mitu TV will carry episodes of American Historia, Leguizamo's next documentary miniseries, following their initial play on PBS.

Parting Words:

"Latinos contribute $2.7 billion to the U.S. annually. That's 1.4 percent of what advertisers spend on Latino TV. That's ca-ca -- short for not good." -- NGLmitu co-founder and partner John Leguizamo

"We want to be a new-generation media company that connects underserved audiences with advertisers in a fresh and exciting way. We're Hispanic-owned and Hispanic-focused … Now it's your turn to vote with your dollars. When you support (this) community, the community will support you back." -- Joe Bernard, NGLmitu Chief Revenue Officer

"We are setting the industry standard for Latinos. We're not just keeping up with the trends. We're going to set them." -- NGLmitu Chief Creative Officer Ben De Jesus

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