TCI to become AT&T Cable

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Tele-Communications Inc., Denver, the cable TV operator purchased earlier this year by AT&T Corp. and branded TCI in the consumer marketplace, will begin a consumer rebranding campaign next month to rename the company AT&T Cable Services, said Leo Hindrey, president-CEO of AT&T Broadband & Internet Services. AT&T Broadband & Internet Services is the official corporate name of what was formerly TCI, and that shall remain the official corporate name. Mr. Hindrey, speaking today as the keynote speaker at the annual convention of the Cable & Telecommunications Association for Marketing in San Francisco, said that the greatest challenge the cable industry faces is marketing its next generation of services. "Consumer expectations are high and consumer patience [for poor execution] is low," he said.

Copyright July 1999, Crain Communications Inc.

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