NGL Studios Is Launching a Multicultural Comedy Channel for Millennials

An app is planned for later this year

NGL Studios is expanding its slate of comedic content for a multicultural audience.
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Aiming to reach an ever-growing population of multicultural millennials and viewers even younger, NGL Studios is expanding its original and branded content with an app and a new platform for comedy.

Today, the company announced it’s launching a comedy video platform it’s calling “EOP Comedy: With Liberty and Comedy for All (with the EOP standing for Equal Opportunity). According to NGL Media CEO David Chitel, the millennial and Gen Z audience is largely comprised of a multicultural population. In fact, he said 48 percent of Gen Z identifies as multicultural along with 43 percent of millennials.

During an interview on Friday morning after NGL’s presentation to marketers at the Digital Content NewFronts, Chitel said addressing a multicultural generation “in language at times and in context” is important for both publishers and advertisers.

“We’re a language-agnostic company,” he said. “In other words, we view Spanish as a tactic, not a strategy. Sometimes, what we do is in Spanish. At other times, what we do is in English. And, at other times, what we do a mixture of both of those things.”

EOP and the app are slated for the second half of this year, but Chitel said the majority of NGL’s advertisers prefer to build a campaign built “from the ground up.” In one example of branded content created by NGL, he described a four-part series for Ford Focus that featured Stephanie Beatriz and Melissa Fumero—two Latina stars from the hit show “Brooklyn Nine-Nine.”

While NGL’s content nets between 30 million and 50 million monthly impressions for its platform, he said the multicultural audiences are still “widely underrepresented” in media and entertainment. His content is also distributed across NGL’s social channels.

“Culture begets cultures,” Chitel said. “These are cultures that are very much intermingled, and those individual cultures don’t necessarily like to be put into any one specific cultural box that says, ‘This is the only thing that’s for you.’ Everything is for them, which is why we launched Equal Opportunity: With Liberty and Comedy For All.”

@martyswant Marty Swant is a former technology staff writer for Adweek.