ACA has renamed itself to ‘ACA — America’s Communications Association,’ in a move that aligns with the industry trend of operators pivoting away from the traditional pay TV focus and positioning themselves as connectivity providers.
Formerly the American Cable Association, the group represents more than 700 small and mid-sized independent communications service providers and announced the new name Wednesday at the association’s 26th annual Summit in Washington D.C.
The name change —the first in two decades for the group—echoes shifting consumer habits and technology, ACA said. It comes as companies continue to shed traditional pay TV subscribers, but broadband needs and demand grows, in part due to the proliferation of streaming and an increasing number of connected devices.
Major cable operators took 117 percent market share for broadband net additions in the fourth quarter of 2018, together bringing in 841,000 net broadband subscribers during the period.
A March report from Leichtman Research Group found cord cutting cost the top cable and satellite TV providers more than 3 million video subscribers in 2018, while cable companies added 2.9 million internet subscribers for the year.
The demand for broadband stands to grow further as new technology delivering faster speeds and greater bandwidth is deployed.
ACA said the name change reflects its position in the expanding telecommunications industry “where technology is rapidly changing how information is provided to and used by consumers.”
Day-to-day the association will go by ACA Connects.
“It’s all about the communications and connections our members provide,” said ACA Connects President and CEO Matthew Polka, in a statement. “Even though our industry and technology are changing so rapidly fueled by our members’ broadband deployments, what’s most important for our members and their customers is the ability to communicate freely and connect in their homes and businesses in countless new ways. With this name change, we’re recognizing that communication is the priority, not the medium.”
ACA Connects will continue advocacy work that’s focused on expanding broadband deployments for its members, particularly in rural areas, and eliminating governmental barriers to investment.
“We chose our familiar name, ACA Connects, because it’s easy to say and remember, and it’s a great way to tie one name to our website, email addresses, social media and brand,” said Polka. “But, more importantly, ACA Connects explains what our association and members really do. We connect, communicate, build relationships and work together with all, and that will never change.”