Comcast to rebrand cable, Internet services as Xfinity

If you're one of the more than 25 million Comcast subscribers, the bill you get next month may be for a service called Xfinity.

Beginning February 12, Comcast will begin rebranding its cable, Internet, and digital voice services in 11 markets under the Xfinity name, which it first debuted in December when the company began the process of acquiring NBC Universal.

At the time, Comcast CEO Brian Roberts told investors, "We basically are creating two Comcasts."

Today, we found out more of what that entails.

In the company's earnings call for today Roberts said, "We are not only repositioning the company technically, we are repositioning the company with consumers." So Comcast the parent company will remain, but Xfinity will be the name the customers see, divorcing the stigmatized Comcast brand from the service.

The Xfinity advertising push is expected to begin during the 2010 Winter Olympics for subscribers in Seattle, Portland, San Francisco, Chicago, Boston, Hartford, Philadelphia, Baltimore, Washington D.C., Chattanooga, and Augusta.