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Siebert: Optimum Relaunch Part of Cultural Change

With the recent relaunch of its Optimum brand, Cablevision Systems is transitioning from a company bent on acquiring new customers to one that is more focused on retaining the subscribers it already has, chief financial officer Greg Siebert said at an industry conference Wednesday.

Cablevision relaunched the optimum brand Sept. 7, complete with a revamped logo and a series of ads that lightly poke fun at technology and highlight the simplicity and ease of use of Cablevision products.

At the Bank of America Merrill Lynch Media, Communications and Entertainment conference in Beverly Hills, Calif. Wednesday, Siebert said the brand relaunch signals a culture change at Cablevision.

“It’s really the front line of the transition in the company from being acquisition oriented and promotional to being retention oriented and brand specific,” Siebert said.

Cablevision leads the industry in virtually every subscriber metric, with penetration rates that far outpace its larger peers. Siebert said the goal of the campaign is to show that customer base that the company cares about their needs.

“As we view it today, the triple play is no longer any type of an optional product,” Siebert said. “People are going to have high-speed data in our footprint, they’re going to have telephony in our footprint and they’re going to have video in our footprint and we want to be that preferred provider.”