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Summary:

If one is the loneliest number, X is the laziest letter — for marketers. From the X-Files to the Xbox to anything “X-TREME!,” big corporations seem to think that slapping the letter on a product gives it some kind of mysterious street cred. Comcast, unfortunately, has […]

If one is the loneliest number, X is the laziest letter — for marketers. From the X-Files to the Xbox to anything “X-TREME!,” big corporations seem to think that slapping the letter on a product gives it some kind of mysterious street cred. Comcast, unfortunately, has fallen into this trap and has decided to officially name its TV Everywhere flavor “Fancast Xfinity TV” (Xfinity for short).

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Broadcasting & Cable broke the news and the cable company confirmed the name with us.

Comcast’s authentication program had been referred to as “OnDemand Online” for months, but that moniker was always going to change. B&C says it’s seen promotional materials with the new name on it, and that the URL Xfinity.com (along with variants) and Twitter.com/Xfinity has also been secured by the MSO. Comcast also evidently filed for a trademark on the name back in July.

During our recent chat with Amy Banse at NewTeeVee Live, the president of Comcast Interactive, Xfinity is set to arrive by Hanukkah (Dec. 12). Now we’re going to have to have another “chat” with her about what makes for a cool name — and what doesn’t.

To Xfinity and beyond!

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  1. With NBC Deal, Comcast’s Pipes Just Got Smarter – GigaOM Thursday, December 3, 2009

    [...] could take a significant chunk of them off the web, or put them behind its TV Anywhere efforts, now dubbed Xfinity, under its control. : cmcsa, Comcast, GE, Hulu 0 0 [...]

  2. Hulu and TV Everywhere Remain ‘Complementary’ in Comcast-NBC Joint Venture Thursday, December 3, 2009

    [...] premium video content online; the cable company, through its On-Demand Online initiative (now inexplicably called Fancast Xfinity), and NBC through its distribution of videos on Hulu. But if the Comcast-NBC deal goes through, [...]

  3. A Few Follow-ups… | TechClicker Sunday, December 6, 2009

    [...] has been given a new name.  Now being called “Fancast Xfinity TV”, the service is set to release on December [...]

  4. Nielsen: Online Video and DVR Up Double Digits Monday, December 7, 2009

    [...] services like Comcast’s OnDemand Online Xfinity set to launch imminently, it will be interesting to see if/how the consumption patten changes. [...]

  5. Nielsen: Online Video and DVR Up Double Digits in 3Q Monday, December 7, 2009

    [...] services like Comcast’s OnDemand Online Xfinity set to launch imminently, it will be interesting to see if/how the consumption patten changes. [...]

  6. In 2010, Expect TV Everywhere, a Boxee Bust, and OTT Video Monday, December 7, 2009

    [...] will work, but it won’t be a true on-demand experience. Comcast’s stupidly named Xfinity will be a hit with consumers, delivering more premium content online than ever before. However, [...]

  7. Why the Comcast-NBCU Acquisition is Possible: A Glance at Recent History « moment of klarity Tuesday, December 8, 2009

    [...] applications in an anticompetitive manner, without informing its customers. The company recently created Xfinity, a means by which some online video can be accessed only via a Comcast cable subscription. Comcast [...]

  8. Net Neutrality, “TV Everywhere,” and other Cable Assaults on Open Television « Marvin Ammori Thursday, December 10, 2009

    [...] Soon Comcast will be the first cable company to launch perhaps the industry’s boldest tactic yet in that fight, called TV Everywhere in the industry (which Comcast will market as Fancast Xfinity). [...]

  9. Comcast’s TV Everywhere, Nowhere to Be Found Friday, December 11, 2009

    [...] which means the beginning of Hanukkah is upon us, which means Comcast’s On Demand Online Fancast Xfinity TV service should be up and running. Right? Well apparently [...]

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