Univision is retiring its Telefutura brand in favor of a new channel aimed at young Spanish-speaking men. Telefutura will end its 10-year run as a Univision network on Jan. 6, and the Doral-based broadcaster will replace it with UniMás on Jan. 7.

UniMás will air Spanish-language programs targeting 18-to-34-year-old Hispanic males, said Univision president Cesar Conde. Telefutura currently airs generic Spanish offerings, including telenovelas and dubbed Hollywood movies. For its debut schedule, UniMás touted a heavy offering of sports and action-filled drama, including a series based on struggling boxers and one on Colombia’s underworld called “Made in Cartagena.”

Conde said his hope is that UniMás will complete Telefutura’s mission of becoming the No. 2 Spanish-language network in the U.S. behind Univision itself — a slot currently held by Univision rival, Telemundo. Univision has signed Caracol, a Colombian network and top provider of Telemundo programming, to produce shows for UniMás .

Douglas Hanks