“For more than 50 years, Univision has been committed to listening to the needs of our consumers and UniMás expands on our promise to be the Hispanic Heartbeat of America,” said Randy Falco, president and CEO, Univision Communications Inc. “UniMás is the result of Univision listening to our audience and our vision to leverage the deep connection of our Univision brand, creating a new brand that complements our other networks’ offerings while expanding our opportunity to deliver the best content for our audience. UniMás delivers more action, more drama and more sports than ever before and will be another platform for us to celebrate our culture and connect America.”
UniMás will be unveiled on-air January 7. Previously known as TeleFutura, UniMás programming will 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. “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.”
Programming partners include Caracol Televisión, Colombia’s number-one 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.
Kicking-off its new programming with a bang, UniMás will feature two intensely dramatic thrillers, “Made in Cartagena” and “Quien Eres Tu” (Who are You), and a powerful boxing-themed drama called “Cloroformo.” Starring Carmen Villalobos and Miguel de Miguel and produced by Caracol Televisión, “Made in Cartagena” is a gritty, urban crime drama that dives headfirst into the wild and dangerous underworld of Cartagena through the planning, execution, and aftermath of the “bank-heist of the century” that goes terribly wrong…and rips apart the lives, and loves, of everyone involved.
“Quien Eres Tu” starring Julian Gil and Laura Carmine and produced by RTI Colombia, is an intense, multilayered story of a young woman who assumes her twin sister’s identity, only to find that living someone else’s life can prove to be a dangerous mistake, and ends up being chased by the mob and trapped in a tangled web of lies and deceit beyond her control.
Finally, no punches are pulled in “Cloroformo,” the Televisa-produced groundbreaking series set in an inner city boxing gym. Starring Osvaldo Benevides, the series tells the story of five fighters from very different backgrounds and the struggles they face both in and out of the ring as they claw their way to the top of a profession that’s glory days are far behind it.
Also slated for development is a project based on a high-profile literary work, based on the novel “Diablo Guardian” by Xavier Velasco to be adapted by Gustavo Bolivar, author of the hit series “El Capo” and “Sin Senos No Hay Paraiso.”
UniMás will increase its sports offering featuring top-caliber events such as games from the Mexican National Team, Liga MX, CONCACAF Gold Cup 2013, FIFA Confederations Cup 2013 and World Cup 2014.
Continuing on the network are popular 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 continue to be the destination for 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.