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Dish & 'TV Everywhere'

9:30 AM -- Here's a new legal wrinkle cable operators and telcos may have to consider as they get their cross-platform video services together: the term "TV Everywhere" may be off the table, unless they want to work with Dish Network LLC (Nasdaq: DISH) for the privilege of using it.

At least that might be the case if Dish is successful in trademarking the moniker. Multichannel News reports that Dish has filed to trademark "TV Everywhere" as the satellite TV service provider gets ready to deploy a "SlingLoaded" set-top from tech spinoff EchoStar Corp. LLC (Nasdaq: SATS), which acquired Sling Media Inc. for $380 million. It's also understood that Dish is looking to use the spectrum it obtained in the 700 MHz auction to fuel a mobile TV strategy. (See Dish to Serve Mobile Video?)

EchoStar, meanwhile, is pitching the TV Everywhere concept to cable using digital set-tops, including a tru2way-based model, with Sling's place-shifting technology baked in. (See EchoStar: We're Cable's Answer .)

But Dish's trademarking move may be moot, at least when it comes to Comcast Corp. (Nasdaq: CMCSA, CMCSK). The MSO is calling its initial PC-based broadband TV service "On Demand Online," though Comcast has indicated that it may go with a different brand for it later on. (See Comcast Web TV Trial: 10,000 Being Served .)

According to Multichannel News, Dish filed its trademark app on September 17.

— Jeff Baumgartner, Site Editor, Cable Digital News

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