• by Wayne Friedman , November 3, 2009

NBC Universal's Spanish-language network Telemundo will get a new marketing line for its ad materials: "Be More Daring" (Atrévete a Más).

The change is part of a bigger brand campaign for the network. Research shows that Telemundo viewers are looking for the next step with the channel.

The new tagline debuted on its popular newsmagazine program "Al Rojo Vivo" Nov. 2.

"The story of Hispanics in America is one built on dreams. At Telemundo, we are inspiring them to fulfill their dreams," stated Jacqueline Hernández, chief operating officer of Telemundo.

Telemundo says the campaign is backed by three main concepts: being provocative, smart and traditional.

"While we continue to reaffirm our commitment to our mission, our network's brand identity must evolve to meet the shifting needs of our sophisticated audience," said Don Browne, president of Telemundo.

The new brand line will be rolled out across the network and stations for November sweeps. It will include on-air image IDs and promos as well as a new jingle, consumer print and online elements.

The new brand identity comes from Telemundo's position for viewers who "Quieren Más" (Want More).