Comcast Plans Makeover To Improve Its Image With Consumers

Comcast, the nation's largest cable provider, will try to recast its image among consumers, launching a major effort this week to rebrand its cable services under the banner "Xfinity."

The effort comes as Comcast is facing rising competition from satellite providers, telecommunications giants and online video platforms. It's also preparing to take a majority stake in entertainment giant NBC Universal in a bid to pioneer digital business models at a time of uncertainty for the industry. But even as the company's makeup changes, its image as a monopolistic cable giant with shoddy customer service, clunky technology platforms and rising prices is well ingrained in the public mind, drawing a sharp contrast with new media brands like Netflix, YouTube and Apple. Comcast, which announced the move last week, will keep its corporate name intact, at least for the time being. "Xfinity will be the new brand for our products, but it will be connected to Comcast's company name," Comcast spokeswoman Jenn Khoury said. "It's about the new products that we're offering and will offer that will give customers access to more content across technology platforms and faster speeds online."