CableLabs has announced that the US cable industry has adopted the “tru2way” brand to succeed use of the term “OpenCable Platform” as it applies to the marketing and branding of the interactive video platform for consumers and in retail markets. CableLabs says it will license the brand to cable companies, cable programmers, and consumer electronics manufacturers that will deliver, create or build devices to access tru2way applications and services. Use of the mark on devices capable of receiving such services is strictly voluntary for manufacturers. The tru2way brand was developed by Siegel + Gale, in consultation with CTAM, NCTA and marketing and technology representatives from a variety of major cable providers.

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Commentary by Steve Effros Last week’s column pointing to what I suspect will be the next trend in internet business plans was not intended to declare an “end point.” It was just the beginning. The race

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