Altice USA CEO Dennis Mathew Altice USA Share on Facebook Share on X Share to Flipboard Send an Email Show additional share options Share on LinkedIn Share on Pinterest Share on Reddit Share on Tumblr Share on Whats App Print the Article Post a Comment The cable company Altice, which services parts of New York City and many of its immediate suburbs, says that it will undergo a corporate rebranding. The company says that beginning tomorrow, it will change its name to Optimum Communications, taking the trade name of its consumer-facing internet connectivity and pay-TV brand. "This is more than a name change - it's a reflection of who we are and where we are going," said Dennis Mathew, chairman and CEO at Optimum. "As we accelerate our transformation and deepen our commitment to our customers, employees, and communities, aligning our corporate identity with the strong Optimum brand underscores our focus on simplicity, performance, and purpose. It's an incredibly exciting time for the organization as it enters its next chapter as one unified Optimum." Related Stories Business The Cable Business Is In Flux. Altice USA's CEO Thinks There's a Path Forward (Yes, Even For Pay TV) Business Altice USA Sheds 77,000 Video Subscribers Amid Third Quarter Revenue Fall Beginning Nov. 19, the company will change its ticker symbol on the New York Stock Exchange to OPTU, reflecting the name change. The cable business is in a state of flux, and Altice (soon Optimum) is subscale compared to the giants like Charter and Comcast. Charter, in fact, is in the midst of a nearly $35 billion deal to acquire Cox Communications. Should that deal go through Charter would also change its name to Cox. In an in-depth interview with The Hollywood Reporter earlier this year, Mathew, a former Comcast executive, explained how the company was thinking about its declining pay-TV business, as well as how it would integrate new technologies to improve its offering. "This has been all about putting the customer at the center, understanding what their needs are, and then having the hard conversations across every part of our business, which includes video, and it includes making sure that we can create the packages and bundles that folks are looking for," Mathew said. Altice, and soon Optimum, benefit from having prime real estate in and around the country's largest market, but in a game that is increasingly about scale, it will need to figure out how to proceed operationally. Maybe the new name will help in that effort. THR Newsletters Sign up for THR news straight to your inbox every day Subscribe Sign Up ESPN BET ESPN Gets Right Back in the Betting Business With New Partner DraftKings EchoStar Charlie Ergen's TV Empire Strikes $2.6 Billion Deal With SpaceX as Mogul Takes Back CEO Role Warner Bros. Discovery 'Superman' Supercharges Warner Bros. Earnings, But Linear TV Struggles Push Company to Loss ITV ITV Eyes $46 Million in Cost Savings as It Forecasts Ad Drop Amid "Softer Demand" THR, Esq Warner Bros. Forced Into Shotgun Wedding for 'Matrix,' 'Practical Magic' and 'Ocean's 11' Sequels Snapchat Snap Reveals $400 Million Perplexity Deal and Tops Wall Street Expectations in Q3 ESPN BET ESPN Gets Right Back in the Betting Business With New Partner DraftKings EchoStar Charlie Ergen's TV Empire Strikes $2.6 Billion Deal With SpaceX as Mogul Takes Back CEO Role Warner Bros. Discovery 'Superman' Supercharges Warner Bros. Earnings, But Linear TV Struggles Push Company to Loss ITV ITV Eyes $46 Million in Cost Savings as It Forecasts Ad Drop Amid "Softer Demand" THR, Esq Warner Bros. Forced Into Shotgun Wedding for 'Matrix,' 'Practical Magic' and 'Ocean's 11' Sequels Snapchat Snap Reveals $400 Million Perplexity Deal and Tops Wall Street Expectations in Q3