On Tuesday (1/11), the Cogeco-owned cable TV operator known as Atlantic Broadband shed its name, becoming Breezeline. The move was tied largely to the acquisition in late 2021 of WOW! systems in Ohio. But, Breezline President Frank van der Post explained, “We’ve long offered much more than broadband, so our company identity must evolve with us.”
In contrast, five MVPD providers have combined forces to operate under a single name — one that puts “Broadband” front and center in its new identity.
RCN, Grande, Wave, enTouch and Digital West, who together form the sixth-largest Internet, TV and phone operator in the U.S., have transitioned from their regional brands to become Astound Broadband.
This makes “Astound” a MVPD operating in eight of the top 10 metropolitan areas of the U.S.
Throughout the coming weeks, Astound will update the branding of all its properties and assets, ranging from vehicles and signs to websites, collateral, uniforms, and other brand-focused assets.
That said, to emphasize “strong continued regional service focus,” each entity will retain sub-brands under the Astound umbrella.
As such, “Astound Broadband powered by RCN” will serve the Northeast. At the same time “Astound Broadband powered by Grande” will operate in Texas. On the West Coast, “Astound Broadband powered by Wave” will be seen.
Recently acquired systems Harris Broadband in Central Texas and WOW!’s Illinois, Indiana and Maryland markets will follow by mid-2022, Astound says.
The enTouch name will be discontinued.
For business services, the combined companies will be unified as Astound Business Solutions.
Jim Holanda retains his role as CEO.
