Tele Columbus to become PŸUR

German cable operator Tele Columbus is to rebrand all its units under the new name PŸUR in October.

Tele Columbus will rebrand all its regional units under the new name from October, including the likes of Primacom HL Komm and Cablsurf.

Tele Columbus said that the new name was designed to convey its emergence from a collection of regional entities into a national German TV entertainment, internet and telephony provider.

It said that PŸUR would stand for the performance of its modern DOCSIS 3.0-based network and for its up-to-date media service, combining linear and on-demand TV.

Outgoing chairman Ronny Verhelst said that the new brand stood for “clarity, transparency and fairness”.

Chief marketing officer Tobias Schmidt said that the brand is intended to convey the benefits of a simplified offering, breaking with confusing tariffs and small print.

The new brand will be rolled out across the Tele Columbus and Primacom regions of northern, western and eastern Germany from October. The Pepcom Group, with its Cablesurf and KMS brands, present in southern and central Germany, will be rebadged from the first quarter of next year.

Tele Columbus will remain the listed name of the company.

According to the operator, the unusual Ÿ is a letter that was used historically in German. The brand and product concept were developed with the support of Zürich and Berlin-based creative agency Foundry, Amsterdam and Frankfurt-based brand implementation specialist VIM Group and consultancy McKinsey.