LAS VEGAS With wireless leaders breathlessly touting the emergence of the fourth industrial revolution about to be wrought by 5G at CES keynotes, some of the cable industry's most high-profile figures convened here at the Four Seasons to gain a little marketing traction over their own newly concocted buzz brand, 10G.
No, we didn't pick the name just because it's twice as fast as 5G, said NCTA president and CEO Michael Powell, who moderated the discussion that included CableLabs chief Phil McKinney, Cox Communications CEO Pat Esser and Comcast's top technology executive, Tony Werner.
CES: Yaccarino Pushing on Ad Loads and Addressability
Indeed, Powell first publicly introduced the term 10G in October at the SCTE's Cable-Tec Expo Show in Atlanta, identifying the need for the cable industry to gain attention for its 10-gig-capable Full Duplex DOCSIS standard at a time when the wireless industry was busy capturing the optimistic narrative of the future with 5G.
While he said the more conservative cable industry doesn't want to be as hyperventilating as the wireless industry in touting Full Duplex, Wednesday's relatively small, and buttoned up, panel discussion served as a means of bringing the cable industry's operators and technology vendor partners together to launch the 10G branding campaign.
Certainly, the event was all about marketing. Full Duplex standards have already been developed and codified by industry technology consortium CableLabs.
There's nothing new that has to be invented in order to deploy Full Duplex DOCSIS, which is capable of symmetrical delivering 10 Gbps speeds, McKinney noted. Everything has been specified. Everything has been designed. The technical work has been done and proven.
McKinney said commercial rollouts of Full Duplex will begin in 2020 an assertion agreed with by Werner.
The U.S. cable industry is still only about 80% finished with deploying the current standard, DOCSIS 3.1-enabled 1 gig services. And actual customer uptake rates are still too low for them to disclose any numbers.
But with the term 5G festooning almost every other technology product at CES, and wireless operators building the narrative of a ultra-high-bandwidth, low-latency multi-gigabit network powering all sorts of applications that we're not yet using, but are about to use, the pressure is suddenly on for cable to beat its chest a little about Full Duplex.
Esser, for one, conceded that the bombardment of 5G hype is going to accelerate Cox's deployment plans for Full Duplex.
Whether the customer is asking for it or not, we don't want to be the second one at the door with the product, Esser said. And what goes on the floor at CES probably motivates me more than anything.
Wednesday's presser, produced by CableLabs, followed a cable-industry-wide series of corporate blog postings by cable industry operators, vendors and technology orgs, all announcing their support for the new 10G brand, which the NCTA has trademarked.
Powell told MCN that industry leaders are still discussing ways to put the brand in front of consumers 10G stickers on modems, perhaps?
Much of the work, he noted, will be on the lobbying end, with the NCTA working to make policy leaders in Washington just as aware of Full Duplex as they are with 5G.
Pictured above from left: Michael Powell, Tony Werner, Pat Esser and Phil McKinney. Photo via Twitter (@AFinnie).
Most recent headlines
23/12/2025
How guilas Cibae as Dominican Winter League Games Are Locally Produced for Glob...
23/12/2025
BitFire's Jim Akimchuk on Supplying Scalability and Customization in the Clo...
23/12/2025
CAMB.AI Enables European Athletics to Offer Multi-Language SupportPlan is to eventually offer translation into all languages spoken in EuropeBy Ken Kerschbaumer...
23/12/2025
Analysis: As sports media values trend negative, scarcity and quality are king By Callum McCarthy, Editor-at-Large
Monday, December 22, 2025 - 14:08
Print ...
23/12/2025
ESPN, Disney, and NBA Return to the Animated Altcast Fray With Second Edition of...
23/12/2025
End the Year on a High Note and Donate to the Sports Broadcasting Fund Today! By Ken Kerschbaumer, Editorial Director
Tuesday, December 23, 2025 - 12:25 pm
...
23/12/2025
The year is winding down, the weather outside is frightful, and it's the perfect time to escape into a story that warms the heart. For listeners looking for...
23/12/2025
A Zeus motor is hot fire tested at L3Harris' Camden, Arkansas, solid rocket ...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Lightware will exhibit several major product innovations at ISE 2026, including the new USB-C BOOSTER-V1, Google Meet. integration for various Taurus UCX models...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Taking the Stage at Carnegie Hall-On a Global Scale Boston Conservatory Orchestra students reflect on their epic concert marking the 80th session of the UN Gene...
23/12/2025
Experience the power of WO Automation for Radio's newest service, the System Effectiveness Review. Designed to help you achieve more, a System Effectiveness...
23/12/2025
23 Dec 2025
VEON's Beeline Kazakhstan and Rakuten Symphony Collaborate to A...
23/12/2025
Back to All News
How Steamy Can It Get? Single's Inferno' Season 5 Pre...
23/12/2025
Back to All News
33 Million Global Viewers on Netflix Watched Jake Paul vs. Ant...
23/12/2025
New technique lights up where drugs go in the body, cell by cell Scripps Research scientists developed a technique that maps drug binding in individual cells th...
22/12/2025
SVG New Sponsor Spotlight: Presidio's Neerav Shah on the Role of Its Captiva...
22/12/2025
Hitting the bullseye: Sky Sports readies itself for the biggest PDC World Darts ...
22/12/2025
Unique skillset: Bringing new directors to the world of darts at The Worlds with...
22/12/2025
Gravity Media prepares for a flight of fancy with the PDC World Darts Championsh...
22/12/2025
One hundred and eighty: Gravity Media on hitting the production bullseye at the ...
22/12/2025
The Famous Group's Jon Slusser on Fascinating Fans Through Immersive Content...
22/12/2025
ESPN's Meg Aronowitz on Continuing High-Quality Broadcasts of Collegiate Spo...
22/12/2025
ESPN Takes Data-Driven Storytelling to New Heights with MNF Playbook with Next ...
22/12/2025
For a decade, popular German podcast Fest & Flauschig has hosted an annual Chris...
22/12/2025
Paramount Scores Largest Share Increase Among Distributors as Paramount and CBS...
22/12/2025
New multi-year deal integrates Roku's data to fuel Nielsen's measurement suite
Roku gains access to Nielsen's streaming ratings, showing The Roku C...
22/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
22/12/2025
Berklee Wrapped 2025: Our Top News and Stories A look back at a year highlighted by faculty milestones, major film and television projects, Bob Dylan's ho...
22/12/2025
The works of Plato state that when humans have an experience, some level of change occurs in their brain, which is powered by memory - specifically long-term me...
22/12/2025
Partnership integrates complementary satellite data and AI analytics to enhance security, infrastructure, and environmental monitoring solutions for global cust...
22/12/2025
Workflows allow you to create a sequence of planned events which may be added to your template(s) or inserted directly into your sequential or background playli...
22/12/2025
Monday 22 December 2025
Sky extends PGA TOUR partnership until 2029, as Sky Spo...
22/12/2025
Back to All News
Global Anime Hits and New Releases Take Center Stage at Jump Festa 2026
Entertainment
22 December 2025
GlobalJapan
Link copied to clipboar...
22/12/2025
Siobh n McSweeney, Rory McIlroy, Elon Musk, Catherine Connolly, Jim Gavin, Ivan Yates and Traitor Paudie Moloney lead new characters for Callan Kicks the Year 2...
22/12/2025
Winner announced in the picturesque surroundings of Wicklow's Avondale Tower and Treetop Walk
Andrew Trimble wins the show in his first series as coach
Th...
22/12/2025
The 2025 winners have been announced today, Sunday 21 December, for Ireland's largest choral competition Choirs for Christmas hosted by RT lyric fm.
Ove...
21/12/2025
Back to All News
Legoshi and Haru's Story Reaches Its Finale: BEASTARS Fin...
21/12/2025
John Shortt named Young Sportsperson of the Year Kerry are the Team of the Year
...
20/12/2025
Atomos announced the immediate availability of a new firmware update for its Ninja TX GO and Ninja TX monitor-recorders, unlocking ProRes RAW recording from the...
20/12/2025
CJP Broadcast has completed the digitisation of the European Gymnastics tape archive, converting 328 tapes containing more than forty years of recorded material...
20/12/2025
Bitmovin, the leading provider of video streaming solutions, today announced the launch of the Stream Lab MCP Server, to give AI agents and large language model...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
LAS VEGAS With wireless leaders breathlessly touting the emergence of the fourth industrial revolution about to be wrought by 5G at CES keynotes, some of the cable industry's most high-profile figures convened here at the Four Seasons to gain a little marketing traction over their own newly concocted buzz brand, 10G. 
