• Media Life, Wednesday, September 20, 2006 12 PM

For a long time, "Telemundo was the little network that couldn't," no matter how much it tried to challenge the much-larger Univision. But the channel has finally found itself, just as its big rival is sagging in the ratings. Although still no fatal threat to Univision, Telemundo has seen a 27 percent increase in its 18-49 audience over the last year that has narrowed the gap. At the same time, it's pushed even farther ahead of TeleFutura, Univision's sister network. "The Telemundo brand is evolving, but I think the key is relevance to our audience, whether it's news or sports or producing original content," says Don Browne, president of the NBC Universal unit. "We call it hecho para ti--it's made for you. Our brand is that we're a homegrown company; we're producing our own product. And that product is being produced specifically for the U.S. Hispanic community."

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