Massillon Cable TV said Monday that it will rebrand itself, along with its Clear Picture TV subsidiary, under the brand MCTV, to better reflect its wide variety of voice, video and data offerings.
Massillon serves about 46,000 residential subscribers in Stark, Wayne, Summit and Holmes counties, and employs 150 at its two operations. The company traces its roots back to 1965 with the founding of Massillon Cable TV, Inc. by Richard and Susan Gessner. Its Clear Picture TV subsidiary, which Massillon purchased in 1979, serves the Wooster, Ohio area.
“We’re extremely proud of the heritage that goes with our names,” said MCTV president Bob Gessner in a statement. “We’ve worked hard to develop a culture of superior customer service and technical excellence. However, our names no longer accurately reflected what we do. We provide more than a clear picture via cable TV, and we serve far more communities than Massillon.”
MCTV worked with brand positioning agency Innis Maggiore to determine the new naming convention, to develop a position that clearly differentiates the company from its competition, and to create an expression to help communicate the position in its marketplace.
That new tagline – “We Go the Extra Smile” – both shows MCTV’s commitment to customer service and its employees efforts to go out of their way every day to make customers happy. The company said in a statement.
“We knew we wanted to establish one identity and one message to carry throughout the multiple communities we serve,” Gessner said. “And, we knew we clearly had to differentiate ourselves from our competitors and find out what truly makes MCTV stand out from the crowd in broadband telecommunications in Northeast Ohio.
MCTV said its customers will soon begin to see the new name and logo on invoices and monthly statements, on service trucks and vans, on facility signage, and on advertising materials. Its Safeguard Security subsidiary will continue to operate as a separate entity.