.nowtv

Overview

.nowtv is a brand gTLD string proposed under ICANN's New gTLD Program for the now TV pay-TV service. The string was applied for by Starbucks (HK) Limited and is intended to serve the now TV brand and services.

History

• Applied for in ICANN's New gTLD Program (Reveal Day: 13 June 2012).
• Applicant: Starbucks (HK) Limited.
• ICANNWiki status fields indicate: tld_status: Proposed; tld_type: gTLD; tld_subtype: brand; registry: Not selected; priority: 266 (Starbucks (HK) Limited).

Usage and Audience

• Target audience: the now TV brand and its services, primarily serving the Hong Kong pay-TV market.
• now TV background (from the applicant's description):
  • Pay TV service launched in 2003.
  • Customer base of over 1.1 million and reported market penetration in Hong Kong of over 50%.
  • Distributes over 180 channels, including major international channels and a range of "now" branded, self-produced channels (e.g., now news, now Business News Channel, now HK, now Sports channels, now Entertainment).
  • The applicant stated plans to distribute "now"-branded channels overseas and noted growing international recognition.

Registration Rules

• The applicant indicated it is not planning to open ".nowtv" to external registrations.
• The Registry has not been selected (the application references a "future registry provider").
• The applicant stated intentions to implement launch safeguards and protections beyond basic ICANN requirements, including:
  • Comprehensive Sunrise and Startup processes.
  • Effective abuse prevention and rights protection mechanisms to support an orderly introduction of the TLD.

SEO and Brand Impact

• .nowtv is positioned as a controlled brand namespace for an established media brand, intended to reinforce brand identity and trust.
• The applicant emphasized reputation management and planned rights-protection/abuse-prevention measures as part of the registry policy approach.

% IANA WHOIS server
% for more information on IANA, visit http://www.iana.org
% This query returned 1 object

domain:       NOWTV

organisation: Starbucks (HK) Limited
address:      41/F, PCCW Tower, Taikoo Place, Quarry Bay
address:      Hong Kong
address:      China

contact:      administrative
name:         Admin Contact
organisation: Namesphere Holdings Limited
address:      12/F, Daily House, 35-37 Haiphong Road,
address:      Tsim Sha Tsui, Kowloon
address:      Hong Kong
address:      China
phone:        +852 2244 7900
fax-no:       +852 2244 7902
e-mail:       info@tld.asia

contact:      technical
name:         Senior Director, DNS Infrastructure Group
organisation: Identity Digital Limited
address:      c/o Identity Digital Inc.
address:      10500 NE 8th Street, Suite 750
address:      Bellevue WA 98004
address:      United States of America (the)
phone:        +1.425.298.2200
fax-no:       +1.425.671.0020
e-mail:       tldtech@identity.digital

nserver:      A0.NIC.NOWTV 2a01:8840:a6:0:0:0:0:1 65.22.172.1
nserver:      A2.NIC.NOWTV 2a01:8840:a9:0:0:0:0:1 65.22.175.1
nserver:      B0.NIC.NOWTV 2a01:8840:a7:0:0:0:0:1 65.22.173.1
nserver:      C0.NIC.NOWTV 2a01:8840:a8:0:0:0:0:1 65.22.174.1
ds-rdata:     30316 8 2 06bcb6632fc4327ba1d5abff7caca06f7d01fcadefba3aea17db0839c5c9cc4a

whois:        whois.nic.nowtv

status:       ACTIVE
remarks:      Registration information:
remarks:      http://www.dot.asia/namesphere/

created:      2016-04-15
changed:      2025-08-27
source:       IANA