CalBroadband announces rebranding, new advocacy portfolio

March 20, 2023
Formerly known as the California Cable and Telecommunications Association, CalBroadband reflects the changing nature of the industry, said the association.
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The Sacramento-based California Cable and Telecommunications Association (CCTA) on March 13 announced a rebranding of the organization under the new name CalBroadband, the California Broadband & Video Association.

For decades, the organization has been one of the premier advocacy associations in California, representing cable providers and programmers serving tens of millions of residents across the state.

With emerging technologies and constant innovation, CalBroadband said in a press release that the rebranding represents all that the future has to offer Californians in terms of broadband.

Last year, Sacramento political veteran, Janus Norman, took over as president of the association. His tenure as a long-time lobbyist and strategic leader at some of California’s most influential organizations brings a fresh perspective and approach to advocating on behalf of the state's leading connectivity companies.

“Innovation and creativity are part of what makes California so unique,” said Norman. “As our members constantly enhance the flow of information and expand connectivity across California, it is clear that our advocacy has expanded beyond the cable television services that we were founded upon.”

CCTA was established in 1962 with the primary goal to assist member organizations in their mission to connect customers to the world. Since then, many of CalBroadband’s member companies have evolved into the leading providers of broadband services and applications in California.

“Today’s news is a public acknowledgement that CalBroadband’s membership has evolved as well. We have a shared interest in working together to actively close the digital divide - especially as high-speed internet plays a vital role in daily life and the modern digital economy,” said Walter Hughes, chair of the board of directors for CalBroadband. “We look forward to broadening our advocacy to reflect the changing needs of Californians.”

According to the statement, CalBroadband will continue to be an educational resource for its member companies, policy makers and the general public, as understanding of the deployment, operation and continued innovation of broadband infrastructure is paramount to developing public policies to improve broadband availability and adoption.

As part of the new announcement, CalBroadband has also unveiled a new website and social media presence. The updated content and branding is in line with the advocacy work CalBroadband does.

“While our mission remains the same and our dedication to connecting people is steadfast, we are excited about taking the critical next steps to remain a reflection of California’s future,” Norman concluded. “We were founded in 1962 - the same year that the first satellite television transmission took place. It’s clear that a lot has changed in those sixty years, and we are enthusiastic about what the next sixty has to offer.”

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