Charter begins next wave of Spectrum rebrand, rolls into Midwest, Kentucky, beyond

Charter van
Local published reports revealed Charter's rebranding has started for erstwhile TWC customers in Cincinnati and Ashland, Ohio, as well as Lexington and Louisville, Kentucky. The new Spectrum moniker has already been rolled out in California and Texas.

Charter Communications has initiated the next wave in its rebranding campaign for the acquired Time Warner Cable footprint under the Spectrum moniker.

According to a Charter rep, the Spectrum rebrand has rolled into former TWC markets in the Midwest: Ohio (including Akron, Cincinnati, Cleveland, Columbus), Kentucky (including Louisville and Lexington), Wisconsin (including Milwaukee and Green Bay), Kansas City, Erie (Pa.) and some smaller systems in Indiana and West Virginia.

Those markets have been informed that their internet base speed will automatically increase to 60 Mbps with no usage caps or modem fees. Charter is also informing customers that their pay-TV services will assume Spectrum pricing after their TWC promotional pricing expires. This is, of course, a challenging communications task for Charter. 

RELATED: Charter rebrands L.A. and Dallas TWC systems

Charter began its Spectrum rebranding campaign in September with rollouts in California and Texas, continuing them in the latter half of the year with rebrands of TWC’s footprint in New York, as well as the Bright House Network markets in Florida.

"It’s the next wave of launches, following SoCal, Texas, NYC, Lincoln (Neb.) and former Bright House Networks systems last fall, and the same introduction of Spectrum applies: the fastest starting internet with no modem fees, data caps or contracts; crystal-clear HD; and reliable, fully featured voice service with all the required taxes and regulatory fees included in one low monthly price," Charter spokesman Rich Ruggiero told FierceCable.

During Charter’s third-quarter earnings call in early November, company Chairman and CEO Tom Rutledge said the company expected half of its footprint to be under Spectrum branding and pricing by the end of 2016.

“Until our Spectrum pricing and packaging is launched across the newly acquired service areas, we continue to expect higher levels of churn and downgrades where Time Warner Cable was the operator,” Rutledge added.

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