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Cox Communications is introducing a more personalized TV experience for cable subscribers under the new brand Contour, following the lead of Netflix and other digital services that use data to make recommendations.

Cox is marketing Contour — including a data-driven TV guide, a bulked-up DVR and a revamped app — separately from its current offerings as it vies for consumers who want a Netflix-like experience from their cable provider.

“There’s a demand for a service from customers that knows what they like,” said Mark Greatrex, senior VP and chief marketing and sales officer at Cox, the third-largest cable TV provider.

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