As I was checking my Twitter feed earlier today I came across a tweet from Univision Insights that said:
Univision transforms Telefutura into #UniMás, delivering programming from the top S-L content producers in the world >> uni.vi/fMbRz
— Univision Insights (@hispanic411) December 3, 2012
I was surprised a bit to see that Univision Communications Inc., announced today the launch of the UniMás Network, the newly transformed TeleFutura. According to their press release the newly rebranded network will “provide an alternative bold content from the top Spanish-language producers in the world, including Caracol Televisión, RTI Colombia, and Televisa to solidify its position as the fastest growing broadcast network in the country, regardless of language.”
UniMas – The rebranded Telefutura
What I really like about the change is that they are paying a closer attention to an untapped Hispanic youth market. “UniMás will offer the new generation of Hispanic Millennial trendsetters – the Más Generation – options for bolder content,” said Cesar Conde, president, Univision Networks. “We recognize the opportunity for offering an alternative to our audiences while maintaining our commitment to only delivering the best programming available. That is why we are making a significant investment in the new brand, with new content offerings and considerable off-network marketing efforts. We will deliver more of the best available Spanish-language programming, more series, more sports, and more movies that speak to what our audience is looking for.”
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. It also presented a brand new logo for the Galavisión Network, featuring a bold look and feel that celebrates the network’s 33rd anniversary on the air and more closely aligning it with the Univision brand. Additionally in 2012, Univision announced a new joint venture with ABC News for a new cable network and also launched Univision America, the Company’s AM radio network.
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 #2 Spanish-language network, behind Univision, during Early Morning (M-F 6am-9am), Daytime (M-F 9am-4pm), Late Fringe (M-Su 11pm-2am) and Weekend Daytime (7am-7pm) with Adults 18-34 and Persons 12-34. Among the most coveted demographic group, Adults 18-49, TeleFutura is the #2 Spanish-language network in M-F Daytime and Weekend Day. 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.
UniMás will be unveiled on-air January 7, 2013.
What are your thoughts of the rebrand? Are they headed in the right direction?
Through the Eyes of a Marketer 