There were two applications filed with ICANN from companies wishing to create the .DIRECT Top Level Domain. One applicant, Half Trail, LLC (owned by Donuts Inc.), plans to sell domain names within the .DIRECT Top Level Domain to the public. The other applicant, DISH DBS Corporation (Parent Company Dish Network Corporation) does not intend to sell domain names within the .DIRECT Top Level Domain to the general public. According to the application filed with ICANN by the DISH DBS Corporation, “one of the goals of the proposed .direct gTLD is to position Applicant and its affiliated companies to meet future client expectations and competitive market demands to ensure it can continue to grow its reputation in the broadcasting, cable television, internet, phone, video sales and rentals, video on demand and wireless industries, as well as in the global marketplace.”

It is interesting to note that according to Hoovers.com, one of the top three competitors for DISH Network is DIRECTV. A quick search on USPTO.gov reveals that while DIRECTV does not own a trademark in the United States for the word “Direct”, it does own a trademark for the term “DIRECTV”. Therefore, DIRECTV, LLC could make the argument that a .DIRECT Top Level Domain is confusingly similar to the DIRECTV Trademark, effectively blocking the creation of a .DIRECT Top Level Domain by either Half Trail, LLC or DISH DBS. Stay tuned.

Get New TLDs Inc. will accept pre-registration requests for domains within the .DIRECT Top Level Domain at this time, since at least one applicant being considered to run the .DIRECT Top LEvel Domain does plan on selling .DIRECT domain names to the public.


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