• by Wayne Friedman , December 3, 2012

Another young-skewing Spanish-language network is getting a new name, as well as shifting its target audience: Univision's TeleFutura will become UniMás.

“UniMás will offer the new generation of Hispanic millennial trendsetters -- the Más Generation -- options for bolder content,” Cesar Conde, president of Univision Networks, said in a release.

Analysts say the network intends to grab more young male viewers in particular -- especially as it looks to add "more action, more drama and more sports than ever before" -- all in an effort to gain ground on Telemundo, the NBCUniversal network and second-biggest Spanish-language network after Univision.

NBCUniversal's Telemundo, also trying to get more male viewers, recently received the Spanish-language rights to the 2018 World Cup, which begins airing matches in 2015.

Univision still has a commanding lead over other Spanish-language networks, averaging nearly 4 million prime-time viewers, per Nielsen. Telemundo was at 1.2 million viewers, with TeleFutura, around 60% of that number at just over 700,000.

Earlier this fall, NBCUniversal's Telemundo announced a major rebranding effort -- changing its logo, as well as starting a promo campaign with new commercials featuring network personalities. These promos run on A&E, Bravo, CNBC, Lifetime and MTV.

Univision's cable network Galavision has also been part of the makeover trend. Even Univision tweaked its logo and added a tagline: "The Hispanic Heartbeat of America."

TeleFutura will re-launch as UniMás on Jan. 7

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