Xfinity? Comcast Sets Out to Explain Bundled Service

Comcast is launching a marketing campaign costing at least $170 million, to fix what Chief Executive Brian Roberts has acknowledged has been a less-than-successful two-old corporate rebranding effort. The campaign is aimed at improving consumer understanding of the Xfinity brand, introduced by Comcast in 2010 as the name for its overall umbrella of services that include TV, phone and Internet access. TV ads will air during the opening ceremonies of the summer Olympic Games on Friday, broadcast on Comcast's majority owned NBC network. Ads also will appear on radio, print media, billboards and the Web at least through the end of the year.