Spectrum Reach, the advertising sales unit of Charter Communications (NASDAQ: CHTR), announced it will expand its operations to take on many of the products and services of New York Interconnect (NYI), which is set to cease operations on September 28, 2026.

NYI is a joint venture that allows advertisers to purchase TV and digital ad space across multiple multichannel video programming distributors in the New York Designated Market Area. Spectrum Reach said it will continue to represent Comcast and Optimum in the New York market as part of the expansion.

The move will bring certain NYI team members into Spectrum Reach later this year, forming a single team to serve advertisers, agencies, and marketing partners in the New York market.

"We are further strengthening Spectrum Reach and New York Interconnect to create even more value for brands and agencies looking to connect with audiences at scale in New York," said Jason Brown, Executive Vice President of Spectrum Reach.

Spectrum Reach said the consolidation is intended to reduce operational handoffs and streamline backend execution for advertisers. The company currently operates in 36 states and 91 markets.