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Batanga Enhances Online Music Experience with Pluck Integrated Social Media Tools.

Bilingual Implementation Enables Consumers to Create Profiles and Exclusive Personal Musical Blueprint; Already Seeing Lift in Engagement

AUSTIN, Texas -- Pluck[R] Corporation, a subsidiary of Demand Media and the industry-leading provider of social media capabilities to publishers, brands and retailers, today announced that Batanga, Inc. has implemented the Pluck[R] SiteLife platform to power its social media interactions on its flagship Web site, features the largest collection of streaming Latin content with exclusive online radio stations, on-demand music videos, lifestyle news and gossip from the Latin entertainment world. The Pluck implementation of the SiteLife platform maintained the dual-language consumer experience present on, ensuring the launch of the new "Batanga Community" and associated social media features would continue to attract and engage a bilingual, bicultural U.S. Hispanic audience.

Since implementing Pluck social media tools, Batanga has experienced encouraging results on their music Web site, with a 38 percent increase in registrations and a 28 percent increase in consumer engagement in the week after launch. Batanga Community members are encouraged to rate songs, become a fan of an artist or radio station, upload photos to public galleries, and write their own album reviews.

Batanga, which has streamed more than 1 billion songs to music fans since it launched in 1999, is also utilizing the Pluck Personas module to create a customizable Batanga Music tab, which provides Batanga Community users with their own personal musical "blueprint." The Music tab, exclusive to, provides users, and their network of friends, a consolidated view of their musical activity on and the opportunity to listen to one another's personal MyRadio playlists.

"Music enthusiasts are a discerning group, and we are constantly searching for new ways to keep our users engaged and enthusiastic," said Shana M. Fitch, vice president of marketing at Batanga. "After incorporating Pluck's social media capabilities on, we immediately saw a spike in registrations to the Batanga Community and an obvious increase in the level of audience engagement. Pluck features enable Batanga's users to not only discover great music but share their musical opinions, and this plays an essential role in enhancing the complete online music experience we provide."

The increase in audience registrations and engagement also allows Batanga to gather invaluable consumer insights and build on their already extensive knowledge of the bilingual, bicultural U.S. Hispanic audience. The activity generated by Pluck social media tools will not only provide advertisers with these insights, but with a greater ability to segment and therefore effectively customize their message to this influential consumer.

Pluck SiteLife offers comprehensive social media capabilities and is broadly deployed on more than 350 leading digital destinations. Pluck capabilities are seamlessly integrated via easy-to-deploy widgets and a robust set of platform-level APIs that allow site publishers to tailor social media experiences to the needs of their distinct audiences.

"As one of the largest sources for Latin music and entertainment, it makes sense that Batanga would take the lead in integrating social media into the online experience," said Steve Semelsberger, senior vice president and general manager of Pluck, a division of Demand Media. "At the same time, expanding Pluck's features to bilingual users of a single property was a unique opportunity for us to further showcase the engagement and loyalty value of social media. It's gratifying to see that this implementation is already starting to pay dividends for Batanga."

About Batanga

Batanga, Inc. is the leading next-generation Hispanic media company reaching U.S. Hispanics., the flagship and a top online destination for U.S. Hispanics, is the source for Latin music and entertainment, boasts over 50,000 free user generated radio stations, a burgeoning social network and the largest inventory of streaming media in the Hispanic marketplace. In addition, it owns the largest ad network targeting Hispanics in the U.S., HispanoClick. Batanga, Inc. maintains offices in Miami and New York. Learn more at

About Demand Media

As the leader in distributed social media, Demand Media[TM] makes possible more than 3 billion conversations every month. Demand Media's Pluck enterprise group delivers world-class platform technology and services for integrated social media and currently powers community for leading digital destinations including BSkyB, Conde Nast, Discovery Communications, Kraft, the NFL, RealNetworks, Whole Foods Market, and The Washington Post. The privately held company was founded in May 2006 and is based in Santa Monica, CA, with offices in Bellevue, WA, Austin, TX, New York, NY and London, UK.

[c] 2009 Demand Media, Inc. Demand Media, Pluck, and SiteLife are trademarks and/or registered trademarks of Demand Media, Inc in the United States and/or other countries. All other trademarks may be trademarks of their respective owners.
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Publication:Business Wire
Date:Mar 17, 2009
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