The NBCUniversal Hispanic Enterprises and Content group, which oversees the Telemundo network and NBC Universo channel among other Hispanic media properties, is partnering with Defy Media to create original mobile and social content for Hispanic audiences. The partnership, which will be announced during NBCU’s upfront presentation in New York on Tuesday evening, will focus on reaching an audience that the two companies refer to as “Generation M” — consumers who are millennial, mobile, and multicultural — across social, mobile, and linear platforms. Defy Media’s Spanish-language entertainment channel/brand Clevver Teve will be at the center of the initiative, with initial programming focusing on moms, fitness, and beauty. The formats and concepts, produced in Spanish and English, will feature talent and studios from both companies in an effort to create more customized programming for this subset of the Hispanic audience, the companies said. “We are thrilled to be [Defy’s] official Hispanic partner and look forward to working together to create new and exciting products that engage the US Hispanic audience in multiple languages and on multiple platforms,” said Peter Blacker, EVP of digital media and emerging businesses at NBCUniversal Hispanic Enterprises and Content, in a statement. Content developed as part of the initiative will start rolling out in the fourth quarter of 2015.

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