Univision announced Monday the rebranding of its TeleFutura channel as UniMas, with content including series, sports and movies in Spanish targeting the younger generation of Latinos.

The new channel, which will debut Jan. 7, will use content from Caracol Television, RTI Colombia and Televisa in order to "solidify its position as the fastest growing broadcast network in the country, regardless of language," Univision said in a press release.

"For more than 50 years, Univision has been committed to listening to the needs of our consumers and UniMas expands on our promise to be the Hispanic Heartbeat of America," Randy Falco, president and CEO, Univision Communications Inc., said.

UniMas will significantly increase its sports programming with coverage of Mexican league soccer, the 2013 Gold Cup and Confederations Cup and the 2014 World Cup.

To launch its new programming, UniMas will also premiere two suspense shows - "Made in Cartagena" and "Quien Eres Tu" (Who Are You), as well as "Cloroformo," a boxing drama.

In this way, the leader in U.S. Hispanic media services plans to offer "bold content from the top Spanish-language producers in the world."

According to an analysis published Monday in The New York Times, though Univision and rival Telemundo appear to be vying for viewers, the real prize is advertising dollars. EFE