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Cablevision's Lightpath Drops 'Optimum' in Rebranding

Cablevision Systems once again is calling its business services division just Lightpath, dropping “Optimum” from its name, a move that comes shortly after the MSO launched a new consumer branding campaign.

Lightpath said it received significant input from its customers in developing the new branding, which includes a new logo. The change is intended to highlight the differentiation between Lightpath’s Ethernet-based services for midmarket and large customers and Cablevision’s consumer Optimum brand, which focuses on services for residential and small business customers.

“For more than two decades, Lightpath has offered telecommunication services in the New York metro area, emerging as an Ethernet leader that is best positioned to serve a diverse customer base,” Julia McGrath, senior vice president of marketing and business development for Lightpath, said in a statement. “Our customers trust the Lightpath brand and know that they can count on us to deliver the innovative solutions that help them advance.”

On the consumer side, Cablevision introduced a new logo and related marketing spots in September.

Cablevision formed Lightpath in 1991 as a competitive local exchange carrier, and changed the name to “Optimum Lightpath” in 2005.

Today Lightpath’s fiber-to-the-premises network extends more than 5,000 route miles and connects more than 5,500 locations. Its product portfolio includes metro Ethernet, hosted voice, managed video and managed Wi-Fi services.