Massillon Cable TV drops 'cable' from brand

Ohio cable operator Massillon Cable TV has dropped "cable" from its brand and says it will market its triple-play of digital video, high-speed Internet and voice service under the moniker MCTV.

The cable company, founded in 1965, also unveiled a new corporate tag line on Monday: "We go the extra smile."

Massillon isn't the first cable operator to drop cable from its brand. Comcast (Nasdaq: CMCSA) has been marketing its cable products under the Xfinity brand since 2010, and Cablevision (NYSE: CVC) uses the Optimum brand. Advance/Newhouse markets its former Vision Cable and Cable Vision systems under the Bright House Networks brand.

The National Cable & Telecommunications Association is considering dropping the words cable and telecommunications from its brand. In December, NCTA filed a trademark application for the brand "NCTA The Internet and Television Association."

Massillon faces new competition from AT&T's (NYSE: T) U-verse TV, high-speed Internet and phone service in Ohio. The new brand could help it compete against the telco and distance itself from the cable industry's past customer service reputation.

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Canton Repository has this story

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