September 28, 2016–NCTA announced today that it is “sunsetting” its annual INTX trade show immediately, cancelling the planned 2017 show in Washington, D.C. It has only been two years since NCTA replaced its long-running annual Cable Show with INTX (the Internet and Television Expo) (TRDaily, Sept. 17, 2014).
INTX has only been held twice. NCTA’s trade show has been “a fixture” of the organization and the cable TV industry for 65 years, during which time “it served a valuable purpose,” according to NCTA President and Chief Executive Officer Michael Powell. Now, however, the association believes the time for trade shows is in the past, and it wants to “reflect the dramatic changes that are underway in the marketplace, in technology, in the way consumers access their digital life and in the products and services our industry delivers.”
The cancellation of the trade show follows close on a rebranding announced last week, in which the association changed its old name, the National Cable & Telecommunications Association, to NCTA – The Internet & Television Association, to better reflect “the vibrancy and diversity” of its members,” which include broadband and cable TV network operators as well as content providers (TRDaily, Sept. 19).
In a blog post, Mr. Powell said that a “true commitment to change” requires “more than a new name and fresh colors. In a space marked by innovation and disruption, an organization must have the courage to make more dramatic transformations if it truly wants to adapt and remain a leading voice. As author Whitney Johnson says ‘disrupting yourself is critical to avoiding stagnation.’”
He added that that association is “now exploring new and better ways to tell our story, to gather our community, to advance our growth and present our vision of the future. We believe large trade show floors, dotted with exhibit booths and stilted schedules have become an anachronism. Contemporary venues emphasize conversation, dialog, and more intimate opportunities to explore and interact with technology. Ending INTX gives us a clean slate and we are excited to explore presenting our industry in new and different ways.” —Lynn Stanton, firstname.lastname@example.org