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Cable ONE changing its brand to Sparklight

The company will start going by the new name this summer.
Credit: Courtesy photo

BOISE, Idaho — Cable ONE is changing its brand.

The Arizona-based company that sells cable television, internet, and phone services to many southwest Idaho homes and businesses announced Tuesday morning that it will go by the name Sparklight starting this summer.

Company officials say they want the change to reflect their transformation from its origins as a traditional cable company to a full-service provider that connects customers with family, work, entertainment, and community.

"We are very excited for this evolution to our new brand and the next chapter in our story," Cable ONE President and CEO Julie Laulis said. "Over the past several years we have evolved and our new brand will better convey who we are and what we stand for – a company committed to providing our communities with connectivity that enriches their world. While we are introducing a new brand, our corporate name will remain Cable One, Inc."

As part of the rebrand, the company recently streamlined its residential internet service plans and pricing, offering even faster speeds, added value and the ability to include unlimited data on any plan.

"This is not simply about rebranding our products under a new name and a new look," Laulis said.  "We are enhancing the way we do business so that our customers feel like every interaction with us is effortless, our communities know we are here for the long term and the towns and cities we serve are proud to call us a neighbor."