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Cable ONE starts transition to ‘Sparklight’

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As BoiseDev first reported late last year, the primary broadband and cable TV provider in the area will rebrand. Phoenix-based Cable ONE announced it would change its name to Sparklight. Now, the transition is underway.

Cable FAX reports the company’s CEO said the changeover would start this month. It will spend right around $10 million on the change. Most of that work will happen in the back half of 2019, according to Cable FAX.

As we noted last year:

A news release says the change is about “brand” and “story.” It says the new name “illustrates the speed and connectivity the company is known for.”

The company promises it will streamline “its residential internet service plans and pricing, offering even faster speeds, added value and the ability to include unlimited data on any plan

New Sparklight Boise truck
New design for Sparklight trucks. Photo via Cable ONE Youtube.

Cable ONE charges its Internet customers more on average than any other company, according to a recent report from CNBC. Cable ONE features a weak competitive landscape in many markets – including Boise. Customers only have two primary choices for home Internet: Cable ONE and CenturyLink. CenturyLink offers significantly lower speeds and a problematic customer service reputation.

Cable ONE is pivoting away from cable TV service. It is even encouraging users to cancel and get an “over the top” service like Hulu TV.

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Don Day
Don is the founder and editor of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow.

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