Dish Applies For DirecTV-Ish Web Suffixes: .Dtv, .Direct

Company Calls the Domains Unrelated to its Rival

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Dish Network, the second- largest U.S. satellite-TV provider, applied for the web-address suffixes ".direct" and ".dtv" -- names that relate more closely to the brand of its chief competitor, DirecTV.

A nonprofit Web-management group released a list this week of 1,930 applications of new Internet domain suffixes, which companies can use to market their brands and operations. The idea is to go beyond the typical dot-com addresses that are common today. Dish applied for 13 of the names, with two appearing to reference its larger rival.

Many of the new addresses will be awarded without a fight. Nobody but Apple, for example, applied for Apple. But many others are being contested. Google and Amazon are applying for 21 of the same new domains, including ".app," ".music," ".movie," ".store" and ".wow."

Aaron Johnson, a spokesman for Dish, said the ."direct" and ".dtv" domains have nothing to do with DirecTV. Dish is applying for the suffixes to potentially attach them to marketing, strategic and competitive services, he said, declining to cite specific products or programs that the suffixes may relate to.

"We see these names serving a variety of applications," Mr. Johnson said.

DirecTV doesn't plan to challenge the applications, which cost $185,000 each. The company didn't apply for any of the suffixes itself because the company isn't intending to use them, said Darris Gringeri, a spokesman.

U.S. regulators blocked a proposed merger between Dish and DirecTV in 2002. Dish CEO Joseph Clayton said last year he wouldn't discount the possibility of a future merger between the two companies.

-- Bloomberg News --

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