• by David Goetzl  @dgoetzl, May 5, 2011

Cablevision is bringing its "Optimum" moniker to the Mountain West. The cable operator said it will attach the brand -- which it uses for its TV, online and phone services in the New York area -- to the Bresnan Communications systems, phasing out the Bresnan name.

Cablevision acquired the 27-year-old Bresnan -- which has about 300,000 TV customers in Colorado, Montana, Wyoming and Utah -- last year for $1.4 billion.

Recently, the Optimum brand has been expanded into new TV-related areas, such as interactive TV advertising services and an iPad in-home-viewing app.

Cablevision plans to operate its systems stretching from Connecticut to Colorado as one integrated technology. In the Bresnan footprint, it is expanding the number of HD channels offered and promoting the triple-play option.

Separately, on an earnings call, Cablevision said its iTV ad platforms facilitated 84 separate campaigns in April. "We're getting a premium on every ad we sell as a result of the technological enhancements that are part of the package," said Cablevision COO Tom Rutledge.

Cablevision lost a net of only about 8,400 TV subscribers in the first quarter, not counting the Bresnan operations. COO Rutledge attributed some of that to a tough economy in parts of the New York region.

As for the New York-area daily Newsday, Rutledge said the struggling newspaper business is part of its "localism" strategy, as Optimum online customers are given access to its Web site for free as a possible enticement. "We haven't given up on it by any means," Rutledge said.

Overall, Cablevision revenue in the first quarter was up 9% to $1.92 billion, while profit increased to $104.1 million from $74.2 million, although the figures include the Bresnan activity.