Unvision is still the No. 1 Spanish-language network, and the nation's fifth-largest broadcaster, but as it enters the fall season it's showing a distinct lack of nimbleness with a primetime lineup that offering little in the way of new or innovative programming.

This comes at a time when its competitors, such as Telemundo, are on the rise. Telemundo has been especially aggressive in beefing up its programming, focusing on original content it produces in the U.S. or Mexico, including an upcoming version of parent NBC’s “Deal or No Deal.”

“They are probably being a bit complacent,” observes Teddy Hayes, vice president of media services at Los Angeles-based La Agencia de Orci, speaking of Univision. 

Univision isn’t in immediate danger of falling from No. 1, but there's the real risk that if it doesn't move quickly to improve its programming, ratings could be in for a serious tumble.

They're already in decline. Univision’s 18-49 primetime audience for the period Sept. 19, 2005, through July was 1.85 million viewers, down 9 percent on a year-to-year basis. Its younger-skewing sister network, TeleFutura, was down 15 percent, to 318,000.

Meanwhile, Telemundo saw its audience grow 27 percent, to 649,000, while upstart Azteca America doubled its audience from a year ago, to 126,000 viewers.

And Telemundo is hardly Univision's only worry. A bigger one is the threat of the English-language networks, which are vying to win over bilingual Hispanics. One approach is with novelas, or soap operas, that have long been the staple of Hispanic TV, including the new MyNetworkTV’s two-hour daily block, which debuted last week.

The worry of losing such viewers to the English-language networks will only grow as more immigrants learn English.

Univision’s strategy this year, as it is most seasons, is to stick with what works, much like CBS among the English-language networks. But also like CBS many of its shows are beyond their prime.

Univision is relying on a daily primetime block of novelas produced and originally aired in Mexico or South America, imported to the U.S through long-term deals with with Mexico’s Televisa and Venezuela’s Venevision. These novelas include “La Fea Mas Bella,” the latest incarnation of Colombia’s “Betty La Fea,” which is the basis for ABC’s upcoming “Ugly Betty.”

As for this year, new novelas like “Duelo de Pasiones,” set on a Mexican coffee plantation, will be capped off with variety shows at 10 p.m., including “Don Francisco Presenta,” with the host of Univision’s long-running variety show, “Sabado Gigante.”

Univision will also air specials such as the “Latin Grammy Awards,” sports like soccer tournament Copa America, and it will continue with newer versions of a weekend reality hit in which regular people are paired with celebrities, “Cantando por un Sueno,” or “Singing for a Dream.”

But media buyers say the Hispanic audience’s taste is changing as the population becomes increasingly English-dominant and, more significant, accustomed to watching American programs.

Univision's recent sale to a group of investors may eventually lead to changes. But this transaction won’t be finalized until early next year, meaning any shakeup to Univision’s strategy will probably be held off at least until next fall.

“Univision will be fine,” says Hayes. “But, certainly, with Telemundo and even Azteca America producing their primetime programming in the States, the more at risk Univision is. I don’t think anything will happen tomorrow, but it’s an insidious down-the-road type of thing.”