NCTC Could Drop 'Cable' As Industry Group Eyes Name Change

Industry trade group the National Cable Television Cooperative (NCTC) could be dropping the "cable" moniker as it eyes a potential name change. Fierce Video reports: A trademark application filed by NCTC on May 17 shows one proposal for a new name: National Content & Technology Cooperative. An NCTC spokesperson confirmed to Fierce that the organization will be changing its name, but said it is considering a large number of options and hasn't yet settled on a final decision. The spokesperson noted it's taking time to register potential names, but some of the other choices on the table include simply "NCTC," "NCTC Online" or even sticking with its current brand of the National Cable Television Cooperative. [...] According to the application, it appears NCTC is also considering losing the image of a coaxial cable that's currently featured in its logo. So why the potential shift away from cable? One factor could be that the industry has clearly changed since NCTC formed in 1984, with cable operators in recent years deemphasizing traditional video offerings. The "Cable Television" part of the group's name is becoming less accurate over time, said Brett Sappington, VP of Interpret. "Broadband, not television, is the cash cow for the cable industry," he told Fierce Video. "Many of the organization's members are actually moving away from offering their own video service and are, instead, focusing on broadband bundled with streaming services." [...] Along with industry changes come some shifts in perception as well. "Cable TV doesn't necessarily have a positive connotation today," Sappington noted. "In fact, many online TV services such as Sling TV or FuboTV emphasize why consumers should 'drop cable' and go with their services instead," he continued.

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