Fresh off a rebrand last week, NCTA – The Internet & Television Association announced Wed that it has chosen to sunset its annual industry trade show, INTX, after 65 years. The announcement means that the INTX event scheduled for April 2017 in Washington, DC, will not take place as previously announced.

“Last week, the Internet & Television Association introduced our new brand. The change was made to reflect the dramatic changes that are underway in the marketplace, in technology, in the way consumers access their digital life and in the products and services our industry delivers. The near future is exciting,” said NCTA President & CEO Michael Powell in a blog post. “A true commitment to change, however, must be more than a new name and fresh colors. In a space marked by innovation and disruption, an organization must have the courage to make more dramatic transformations if it truly wants to adapt and remain a leading voice.”

Powell said the association is exploring new ways to tell its story, gather it community and advance its growth. Large trade shows, he said, “have become an anachronism…Ending INTX gives us a clean slate and we are excited to explore presenting our industry in new and different ways.”