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US cableco Cablevision will drop the Rainbow Media name of the channels business it’s intending to spin off, rebranding it as AMC Networks instead.
The company, which last year announced its intent to offload Rainbow, will retain current CEO Josh Sapan in the same post.
Rainbow is home to AMC, plus others including Sundance Channel, WE TV, Wedding Central and IFC. Its spin-off from Cablevision is expected to happen by the middle of this year.
The decision to name the new public company AMC Networks was taken due to the strong brand awareness the channel has achieved through hit series such as Mad Men, Breaking Bad and The Walking Dead.
