Post Type:press-releases Target Select Announces Name Change to Viamedia | Viamedia

LEXINGTON, KENTUCKY 05/17/07 – Viamedia, the cable industry’s leading independent cable rep firm, announced today that sister company, Target Select Cable Advertising, will be changing its name to Viamedia, effective immediately. 

Over the last fifteen years, Target Select Cable Advertising has been a leader in television advertising in the Pennsylvania and Western New Jersey markets. Viamedia, based in Lexington, Kentucky, was created in 2001 by the principals of Target Select along with Jeff Carter, then Group Vice President for AT&T, responsible for their Cable Advertising Sales operations in the eastern United States. Consistently recognized as implementing the latest research and current technology, Target Select’s alliance with Viamedia promises to integrate both companies’ strengths to optimally serve customer needs. 

Viamedia and Target Select represent multiple national cable providers including locally significant Service Electric Cable TV, RCN, Blue Ridge Communications and Service Electric Cablevision. The addition of a major business partner, Verizon FiOS, moving into Pennsylvania paved the way for the name change. Verizon FiOS will be opening in Pittsburgh and Harrisburg and will be represented out of the Lehigh Valley office. Viamedia currently represents Verizon FiOS along with WOW! Internet, Cable, Phone; Knology, RCN, Grande Communications, SureWest and Everest Connections in New York City, Los Angeles, Chicago, Philadelphia, San Francisco, Dallas, Boston, Washington DC, Detroit, Tampa and sixteen other markets. 

The common name will allow each company to gain synergies in a regional and national marketplace, distinguished by shared research and marketing, insertion technology and commercial syndication. Although both companies will continue to operate independently, each will serve as a back-up for the other. The Lehigh Valley office will continue to run all Pennsylvania operations, including sales and marketing, computer support and back-end functions. 

“Grouping both companies under the same umbrella of Viamedia will promote our visibility and name recognition nationally, consequently benefiting our customers and cable partners.” James Kusko, CEO Target Select. 

Target Select has always been innovative in its approach in representing the business community. Combining the two companies, positions Viamedia to provide for its advertisers in the future. An example was the creation of Icarus Communications in 2006, a video production company that was formed to speed the delivery of commercials to air. The new production company also syndicates commercials that have been successful in the Lehigh Valley. These commercials can now be utilized nationally. 

Other creative business innovations include partnering with, a company which integrates the internet with nationwide local dealer auto auctions. Viamedia is developing Video on Demand (VOD) opportunities and set top box advertising delivery. DVR advertising is planned for the future.

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