Word: comcasts
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Turns out that Comcast, the media conglomerate with more than 47.1 million cable, Internet and telephone customers, has more to fret about than integrating a struggling brand (NBC) into its fold. Now the company has to deal with all the jokes about the new name for its core products. Though the parent company will retain the Comcast name, next week its cable, telephone and Internet services will be rebranded Xfinity in 11 markets, and nationwide thereafter. (See the 50 best websites...
...resources," says Rob Frankel, who has consulted for companies like Disney, Burger King and Sony. "Nobody has a clue as to why they did this or what the name means. If you are going to rebrand, it should communicate a strategy. Now you'll just say, 'The old Comcast guys f_____ up my cable.' " (See TIME's Tech Buyer's Guide...
...name is a nod to a Comcast technology initiative called Project Infinity, which CEO Brian Roberts unveiled at the 2008 Consumer Electronics Show. Under Project Infinity, the company's video-on-demand views have more than doubled, to 14 billion cumulative views, over the past two years. Internet speeds have tripled. Comcast's online movie and television-show choices jumped from 3,700 in the first quarter of 2008 to 19,100 by the end of 2009. The company is changing, so Comcast feels the name should change with it. "At its core, Xfinity is infinite potential," says David Watson...
...Comcast doesn't seem to need a rebranding. Fueled by higher Internet and phone revenue and a onetime tax gain, company earnings more than doubled, to $955 million, in the fourth quarter. "Here's one thing we do know," says Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management. "Comcast is going to spend a huge amount of money to get that brand to mean what it wants it to mean." Here's another thing we know. Shareholders should be asking...
...still has to operate in the old system. That system depends on affiliates, the infrastructure of broadcast TV since Uncle Miltie's day. (Right now, those affiliates have great, if temporary, leverage, because NBC needs them to play nice while it's being sold to cable operator Comcast.) And it depends on pleasing an audience used to ER and Law & Order at 10, not Jaywalking. (See TIME's photo-essay "Behind the Scenes with Jay Leno...