View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. Technology
  2. Software
December 1, 2011updated 19 Aug 2016 9:28am

Could the UK’s original ITV kill Apple iTV brand?

British broadcaster would have a strong case. Or would it?

By Jason Stamper Blog

ITV and Apple iTV

ITV, the largest commercial public service TV network in the UK, could move to block Apple’s planned launch of an internet-connected TV offering next year called iTV, CBR understands.

Launched in 1955 to provide competition to the BBC, the broadcaster has certainly been using the three-letter acronym for long enough. The lower case ‘i’ in Apple’s iTV may not be enough to differentiate if from ITV, and ITV plc uses the acronym in both lower and upper case formats (both ITV and itv).

The test of trademark infringement of course is whether the similarity is enough to cause customer confusion. Delta Airlines, Delta Faucet and Delta Dental can all coexist legally in the market because they are sufficiently different products or services to limit confusion.

While ITV does have internet-based television channels, the reports so far suggest that Apple iTV will be an internet-connected television. This could, perhaps, be dissimilar enough from ITV’s offerings – which include internet-driven television – so as not to warrant a court case. Or not.

CBR asked ITV whether it is concerned about the imminent launch of Apple iTV, and specifically whether it would attempt to block the use of the brands iTV or Apple iTV.

An ITV spokesman responded: "ITV is an extremely strong brand and a household name in the UK, established more than 50 years ago. We highly value our intellectual property rights and hold a large number of registered trade marks for both the ITV name and our logos."

Content from our partners
Rethinking cloud: challenging assumptions, learning lessons
DTX Manchester welcomes leading tech talent from across the region and beyond
The hidden complexities of deploying AI in your business

Make of that what you will.

Related: Apple iTV to debut next year

Related: ITV website struggles with World Cup demand

Related: ITV sells Friends Reunited

Websites in our network
Select and enter your corporate email address Tech Monitor's research, insight and analysis examines the frontiers of digital transformation to help tech leaders navigate the future. Our Changelog newsletter delivers our best work to your inbox every week.
  • CIO
  • CTO
  • CISO
  • CSO
  • CFO
  • CDO
  • CEO
  • Architect Founder
  • MD
  • Director
  • Manager
  • Other
Visit our privacy policy for more information about our services, how Progressive Media Investments may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.