Optimum. Xfinity. Next? Spectrum. “Charter Spectrum,” in fact. Charter promised to rebrand its service as it goes all-digital, and the new identity it has chosen actually includes its name.

That’s in contrast to Cablevision and Comcast, who both opted to drop their corporate monikers with their rebranding.

As Charter Communications reported during its third quarter conference call, it has been actively marketing only its digital offerings.

While basic video losses have been customary for cable operators in recent years, the losses in that category that Charter has recently been experiencing may have been exacerbated by its decision to shift its focus entirely to its all-digital service.

The new all-digital service provides more channels in HD, and is also more expensive. The company said it has shifted more than 60 percent of subscribers to all-digital, but the transition to digital also seems to have had an effect on subscriber numbers.

Residential video customers decreased by 73,000 in the third quarter of 2012, compared with a decline of 63,000 last year. But with increases in video and voice accounts, the company netted an increase of 119,000 residential and commercial relationships. That compared to a net loss of 10,000 customer relationships in the third quarter of 2011.

"This isn't really just a new product set we're selling -- it's a new brand," Charter CMO Jon Hargis said, in an interview with Bloomberg. "It's a big operational task to go all-digital."