UK Broadcaster “Furious” Over iTV Rumor

| News

Following rumors that Apple will rename its Apple TV home entertainment console “iTV,” U.K. broadcaster ITV is said to be in a tizzy. Insider sources claim the broadcaster’s management is “furious” over the possibility that Apple might be considering using the iTV name, and are already meeting with lawyers to discuss the situation, according to The Mirror.

According to the latest round of rumors, Apple is allegedly planning on changing the name of its Apple TV set top box to iTV. The iTV is said to run iOS instead of Mac OS X, use an A4 processor similar to the iPhone 4, and to introduce an Apple-branded music streaming service.

The fact that this is all rumor without any tangible evidence to back up the claims, however, doesn’t seem to be slowing down ITV.

“You only have to look at recent problems with the iPhone 4 to see not everything Apple produces is gold dust,” an unnamed ITV source said. “We all take our ITV brand very seriously and we’ll do everything in our power to protect it.”

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Comments

geoduck

I’m sorry but I don’t see any chance in heck that Apple would use the ITV name. They’re not that stupid. ITV has deep pockets and could cause problems for them throughout the commonwealth.

That said I don’t blame ITV for moving quickly to protect their brand.

jimothy

I’m furious over the unsubstantiated rumor that they’re going rename the Apple TV ‘jimothy’.

LarryR

And I’ve heard an unsubstantiated rumor that jimothy is going to rename himself “iTV.”  I’m furious, of course.

Lee Dronick

“I” have an EyeTV Hybrid, why don’t they go after Elgato?

Abe

I don’t think Apple stands much chance of getting anywhere with any possible name change in the UK.  ITV was launched in September 1955 to compete against the BBC.  I think they have been around a little longer than Apple.

McDughf

ITV has deep pockets and could cause problems

As a person working in the Uk TV and film industry I can confidently say “No they don’t”, and have been on the verge of going bankrupt a few times in the last five years. “ITV Digital” ring any bells?

geoduck

As a person working in the Uk TV and film industry I can confidently say ?No they don?t?, and have been on the verge of going bankrupt a few times in the last five years.

I did not know that.
We see so many ITV shows in rerun I assumed they were doing well.  Thanks.

Babyfacemagee

Why not call it iOS TV?  That’s basically what is right?  iOS on the tv for apps and streaming music/tv/movies?

Vern Seward

Furious? Over a rumor?

I heard that Steve Jobs is going to take a dump on ITV’s lawn, are they gonna get their knickers in a knot over that too?

Since when did water cooler gossip become a reason to rattle legal sabers? Has Apple taken on such a bad-boy rep that its mere mention in a board room can cause CEO to break out in cold sweats?

It’s a nutso world we live in, getting nutso-er all the time.

Chill ITV. Your gonads and your name are safe from the greedy clutches of that heinous Yank, Steve Jobs.

If Apple wanted the name they have enough money to buy it legally. Hell, they got enough money to buy Britain.

Vern

puggsly

ITV has deep pockets and could cause problems for them throughout the commonwealth

The real question is can Apple make a case that iTV, a hardware computer peripheral, is substantially different enough that there will be no confusion between it and ITV, a broadcast company. It seems very unlikely that anyone (even someone who deals with ITV daily) would walk into a Apple store or look online at an Apple product called iTV and confuse it with the broadcast station. The opposite might be more problematic, people with little knowledge of ITV might think it is connected with Apple.

Regardless, the whole thing is stupid when it is based on rumor. Maybe they call it Apple iTV and let consumers shorten it to iTV.

geoduck

It seems very unlikely that anyone (even someone who deals with ITV daily) would walk into a Apple store or look online at an Apple product called iTV and confuse it with the broadcast station.

I would guess that because it is a TV product and the name is so similar ITV would argue that the consumer may think that ITV is sponsoring or endorsing the iTV. I can see a court going along with that argument.

KitsuneStudios

Trademark law probably has something to do with this level of reaction. Unlike copyright, which can be applied selectively, registered trademarks must be enforced, or they are lost.

If ITV can’t afford a legal challenge, it’s better to bluster now and bolster the case, and warn off Apple before they become financially invested in name they’ve stamped on products, posters and advertising campaigns.

KitsuneStudios

crap, doublepost

Robbo

Look, ITV is desperate to make some money, they just got a new CEO who has publicly stated that ITV’s finances are in a parlous state. Surely with iTunes breadth & depth of reach they could come up with a content deal for ITV’s library and still have the new device called iTV.

Doug Petrosky

consumer may think that ITV is sponsoring or endorsing the iTV.

They can try to argue that but I think Apple’s popularization of using i before all sorts of things would be the vastly more likely assumption. Apple has spent a huge amount of money around building the “i” brand such that if Apple came out with a blender it would be the iBlender, if they came out with a printer it would probably be the iPrinter.

Apple got the iPhone brand name even after initial concerns from Cisco, probably because there was serious concern about cisco loosing that brand name.

Zarko

Hmmm iTV and ITV.  I think the capitalization makes a world of difference.  Regardless, however, it would be interesting to see the clash of the older regional company versus the newer but global company.  Apple could release the iTV for the US market without affecting ITV’s trademark.  Should local trademarks get squashed in the name of global coherence?

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