Univision to unveil transformed TeleFutura network
Iñaki Ferreras | 05-12-2012
Media company Univision Communications, which serves Hispanic America, has announced the launch of UniMás, the newly transformed TeleFutura.
UniMás delivers bold content from the top Spanish-language producers in the world, including Caracol Televisión, RTI Colombia, and Televisa.
UniMás will be unveiled on-air on 7 January 2013. Previously known as TeleFutura, UniMás programming aims to super-serve its quickly growing and increasingly diverse audiences more than ever before.
"UniMás will offer the new generation of Hispanic Millennial trendsetters – the Más Generation – options for bolder content," said Cesar Conde, president, Univision Networks.
Programming partners for UniMás include Caracol Televisión – Colombia's No 1 television broadcaster and a leader in the production of alternative series such as Pablo Escobar – and RTI Colombia, the most successful independent production company in Colombia which produced La Reina del Sur. UniMás will also tap into the extensive content resources of Televisa, the leading creator and distributor of quality entertainment content in Spanish for all platforms.
UniMás will also significantly increase its sports offering featuring top calibre events such as games from the Mexican National Team, Liga MX, CONCACAF Gold Cup 2013, FIFA Confederations Cup 2013 and World Cup 2014. Also continuing on the network are sports shows such as Solo Boxeo, highlighting the best in professional boxing, and Contacto Deportivo, bringing viewers the latest news of the sports world seven nights a week. UniMás will also continue to show high-action, Hollywood blockbusters.
The new logo and brand identity were created in collaboration with branding agency Troika and expand on the launch of the new Univision brand logo earlier this year. As part of the campaign to announce the launch, a series of off-network marketing efforts were implemented, including: 30 spots, digital ads, print ads and outdoor advertising in New York City, Los Angeles and Miami.
The transformation to UniMás is part of Univision's expansion and investment efforts in 2012 that included the launch of four new networks — Univision Deportes, Univision tlnovelas, FORO TV, and UVideos, the Company's digital video network — as well as new brand identities for its leading networks. Earlier this year, Univision unveiled a new brand logo signifying the company's growth, transformation and celebrating its culture of innovation over its 50-year history.
In the current 2012/2013 Season, TeleFutura is outpacing all other broadcast networks in percentage growth during broadcast prime among total viewers 2+ (+46%), adults 18-49 (+36%), adults 18-34 (+43%) and persons 12-34 (+43%).
TeleFutura is currently the No 2 Spanish-language network, behind Univision, during early morning, day time, late fringe and weekend daytime with adults 18-34 and persons 12-34. Among adults 18-49, TeleFutura is the No 2 Spanish-language network in the day time and weekend day slots. Since the start of the new season, TeleFutura has out-performed Telemundo on Sunday night among adults 18-49 and is currently holding a 25% advantage in this key demographic group.