Brand new product, from the ground up.

When TVMAX provided cable television without the cable, it was just the beginning. They started by providing customers with more channels, better color and clearer sound than those guys with the wires -- at a lower price.

Then they added more services, like cheaper phone services, and one more feture that nobody else provided: profit incentives for building owners. For the first time, landlords got a piece of their tenants' cable and phone action.

We named the new company OpTel -- the optimal telecommunication company -- and told both end-users and building owners that when it comes to phone, video and audio, "the choice is clear."

Rob Frankel's Big Time Brand.