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The network then launched an image campaign using the slogan "Lo mejor de los dos Mundos" ("The Best of Both Worlds"), with several billboard ads being erected in cities such as Miami and San Francisco as part of the campaign, heralding a "new era" for Telemundo.Tortorici dramatically overhauled Telemundo's schedule in an effort to boost its viewership among American Spanish language audiences, as its total audience share had slid from more than 40% early in the decade to less than 20% (and only a 13% share during prime time) by 1998.Sony and Liberty formed a holding company that was operated as a 50/50 joint venture between both companies, Telemundo Communications Group.Helmed by yet another management team under the leadership of former CBS entertainment president Peter Tortorici as president and CEO and Nely Galán as president of entertainment, Telemundo explored avenues to attract the bilingual market.Between 19, Telemundo acquired or affiliated with television stations in Texas (KFWD channel 52, in Dallas–Fort Worth, now a Mundo Max affiliate), New Mexico (KTEL-CD channel 47, in Albuquerque), Arizona (KHRR channel 40, in Tucson) and Washington, D. Jerrold Perenchio's purchase of the network from Hallmark Cards that Univision would increase its reliance on programming from Televisa and Venevision to levels that resulted in him concluding that there would be fewer opportunities for the addition of local programs on Univision's stations, and was subsequently joined by four other Univision executives – to head the network.The following year in 1993, Telemundo underwent an extensive rebranding, introducing the signature framed "T" letter logo (which has been used by the network since that point in various design elements), and a promotional campaign using the slogan "Arriba, Telemundo, Arriba" ("Upwards, Telemundo, Upwards").These stations joined KVEA (channel 52) in Los Angeles, run by its general manager and part-owner Joe Wallach, in 1985.The following year, KVEA's part-owner, Reliance Group Holdings, acquired the Telemundo brand when it purchased John Blair & Co., which also owned WSCV (channel 51) in Fort Lauderdale–Miami-West Palm Beach in addition to WKAQ-TV. In 1987, Reliance Capital Group executives Saul Steinberg and Henry Silverman merged all these stations into the Telemundo Group.
The station was also known for its "fingers" logo – a bold number "2" with the silhouette of two upright fingers inside the number – and referred to itself as "El canal de los dedos" ("The Channel of the Fingers").(or , depending on the time zone) – placing them directly against late-evening newscasts on Fox, WB, UPN and independent stations in many markets – followed by a late-evening national newscast produced by cable news channel CBS Telenoticias; movies were also added during the to p.m.