• by Wayne Friedman , March 5, 2010

New marketing for the biggest local cable TV sales company in the U.S. means pushing the word "cable" into the background.

National Cable Communications, which is co-owned by the three of the big cable system operators -- Comcast, Time Warner Cable, and Cox Communications -- has changed its name to NCC Media.

NCC Media, which sells advertising for its three big cable system operators, also sells local TV media for all of the top 10 cable operators, among other cable companies. The company said it reaches 98% of all multichannel TV homes.

"I would certainly say cable is still our main business," say Greg Schaefer, president/CEO of NCC Media. "But it was time to rebrand ourselves."

In recent months, NCC has taken on selling local TV time from non-cable platforms. NCC sells Verizon's FiOS inventory in 14 markets, including six of the top-10 DMAs, and on DirecTV in nine markets that have regional sports networks.

And it doesn't stop there: "On the digital side we are exploring a number of opportunities," say Schaefer. He adds that new deals may not be attached to any cable or other businesses. For example, NCC Media represents the Premium Network, a network of Web sites that spans across dozens of viewing categories.

Schaefer also adds that NCC Media will be looking to represent new mobile media players that target local viewers/users. NCC Media will also strive to expand to its telco and satellite businesses.

Concerning the current state of the marketplace, local cable television advertising sales did not escape the wrath of the tough economy of late.

"We went in the same direction as local TV," he said. "On the other hand, with the maturity of the business, we are no longer an afterthought."