The American Cable Association is abandoning the name "cable" for a new moniker the group said better reflects the spectrum of services its members provide.

The group announced Wednesday it has rebranded as ACA—America's Communications Association. The new name "reflects a leading position for the association in the fast-growing telecommunications industry, where technology is rapidly changing how information is provided to and used by consumers," the association said 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," ACA CEO Matthew Polka said. "With this name change, we're recognizing that communication is the priority, not the medium."

ACA represents more than 700 small- to medium-sized independent communications companies. The group last changed its named 20 years ago from the Small Cable Business Association to the American Cable Association.

ACA is not the first cable industry association to drop "cable" from its name. The National Cable & Telecommunications Association rebranded as NCTA—The Internet & Television Association in 2016 and shortly afterward shot down its long-running convention The Cable Show in favor of INTX: the Internet and Television Expo. http://bit.ly/2Fp0vQ5

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