TVB–the Television Bureau of Advertising–whose mandate has long been to promote local TV stations to advertisers, is officially changing its name, reports The New York Times.

The new name–drumroll please–will be TVB.

Local stations now have "digital subchannels, mobile, Web sites and hyperlocal Web sites” on which advertisers can buy ad space, according to TVB President Steven J. Lanzano. As part of the makeover, the association is also changing its slogan to "Local media marketing solutions" from "Serving America’s television stations," the story says.

TVB is forming an advisory board whose members are executives from top media agencies and advertisers, and the association’s Web site will get an overhaul in October, including new sections about media planning and buying, local market profiles and information about member stations, the article adds.