The National Cable and Telecommunications Association has adopted a new brand that keeps its initials but drops the word "cable" for "internet."

The organization announced Monday it was changing its name to NCTA-The Internet & Television Association. The group is abandoning "cable" and "telecommunications" and instead adopting "internet" and "television" as its moniker—a change reflecting the fact that viewers now watch many television shows through online streaming services.

"Modernizing our brand injects a new sense of excitement into our effort to represent an industry that is America's largest and fastest home internet provider and the creator of the world's best television content," NCTA CEO Michael Powell said.

The cable companies NCTA represents are the largest internet service providers in the U.S. Last year the association changed the name of its annual trade show from The Cable Show to INTX: The Internet & Television Expo because of the changing nature of its industry.

The name change comes at a time when many viewers are cutting television cable services altogether and instead relying on the internet to get the majority of their news and entertainment. NCTA has tried in the past to reverse the trend, with mixed results. The association launched a multimedia campaign in 2013 featuring actors with large holes digitally inserted into their chests—representing the "hole" left when someone abandons cable—only to nix the ads after just a few weeks because they received widespread ridicule.

NCTA isn't the only association to drop the name of the industry it primarily represents from its brand. Two weeks ago the Newspaper Association of America became the News Media Alliance, a change also largely driven by the fact that many people now get their news and entertainment online.

NCTA launched a redesigned website Monday as part of the rebranding: www.ncta.com

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