Batanga Media Surpasses 1 Billion Monthly Video Views and Announces Corporate Rebrand, Unveils Name Change to VIX
In the past 12 months under the VIX brand name, Batanga Media went from delivering 16 million monthly video views to over a billion monthly views, prompting corporate focus rebrand to VIX.
MIAMI – March 6, 2017 – Batanga Media announces a full rebrand, changing its corporate name and identity to VIX. Effectively immediately, Batanga Media will be known as VIX, a digital media company dedicated to generating curiosity and leaving a positive influence for audiences across the Americas.
The rebrand comes on the heel of a pivotal time of evolution and growth for the company. Twelve months ago, VIX was introduced as a digital property with a broader position and brand promise than any of the other properties within the Batanga Media portfolio. Unlike the other brands before it, iMujer, Batanga, and BolsadeMulher, VIX delivered content inclusive of gender, language and country. The data and results undeniably concluded that creating content in silos was not only constraining, but not authentic to a millennial audience that chooses to see the world through a different lens.
VIX quickly established a web and social audience base, both in the United States and throughout Latin America and Brazil. In February, VIX reported over 81 million of monthly visitors, 65% of which were between the ages of 18-34, millions of social fans, and the received the largest number of videos views in the company’s history, with over one billion videos viewed on Facebook. To date in 2017, Vix has received 2.1 billion video views, 21.2 billion social impressions, and 170 million social actions. Additionally, according to comScore’s latest MediaMetrix report, Vix’s audience in the U.S. is at 6.3 million, larger than any other Hispanic or multicultural focused publisher.
“The fragmentation of media has accelerated with mobile giving way to an increasing number of distribution platforms, mostly social in nature, each with its own format with which to deliver content and tell stories. As digital content publishers, we are committed to creating content at scale that is relevant to our audience and their platform of choice”, said VIX Chairman and CEO, Rafael Urbina. “When audiences engage and share content on these social and mobile platforms, they effectively use it as a way to express their identity, values and interests”.
In a world where lines are blurred more than ever, and people are hyper connected, VIX aims to add value to daily life beyond the digital realm. VIX delivers content in English, Spanish and Portuguese, covering a wide range of relatable topics, each touching on an aspect of millennial life and interests, each with a Vix point of view.
VIX will formally debut its brand during this year’s SXSW Interactive Conference in Austin, TX. As an official SXSW 2017 event sponsor, VIX will be hosting a daytime lounge on March 12th and 13th at the Demo Gallery, 721 Congress Avenue, from noon until 6:00pm. The lounge aims to spark some curiosity of its own, as it brings VIX’s most popular digital content to life, and allows attendees to create sharable social content for their own social platforms.
Natalia Borges, Executive Vice President, Marketing
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