The local group of telecom companies will be called Magyar Telekom Rt., while the residential and business phone units will be separated and named T-Com and T-Systems, respectively, cable TV company MatávKábelTV Kft. will change its name to T-Kábel and internet service provider Axelero Rt. will be called T-Online in future. Premium phone services company IKO-Matáv Média Holding Rt., a 50% Matáv subsidiary, will be renamed to IKO-Telekom Média Holding Rt. The re-branding campaign will not include origo.hu, the popular news portal operated by ISP Axelero.

The name change campaign in the Matáv group started last year, when leading mobile phone provider Westel Mobile Telecommunications Rt. changed its name to T-Mobile Hungary Rt., the most expensive rebranding campaign ever launched in Hungary.

Costs associated with the renaming are covered by majority owner Deutsche Telekom. According to Matáv’s annual report, the name change of Westel last year cost Deutsche Telekom HUF 5.92 billion, however, expenses of the current campaign have not been made public yet. “Since we are introducing six new names this year, the current rebranding effort will cost more than the one last year,” said Bálint Nagy, communications director at Matáv.