About .nowtv domain
.nowtv is a brand gTLD (generic Top-Level Domain) applied for by Starbucks (HK) Limited under ICANN's New gTLD Program. The application, submitted in 2012, proposed the domain for exclusive use by the registry operator. The applicant's stated intent was not to open the TLD for external registrations, positioning it as a closed, single-entity brand extension for internal corporate purposes.
Who can register .nowtv domain
Registration is restricted solely to the registry operator, Starbucks (HK) Limited. The application explicitly states there are no plans to allow registrations by external parties. Should future expansion be considered, the registry committed to implementing comprehensive Sunrise processes and Rights Protection Mechanisms, but this remains a hypothetical scenario.
How to register .nowtv domain
This TLD is not allocated through commercial registrars. As a proposed brand TLD, the delegation process was governed by ICANN's application and evaluation procedures for the New gTLD Program. The applicant, Starbucks (HK) Limited, would have been the sole entity managing and using the namespace upon successful delegation. Allocation of any second-level domains would be an internal corporate decision, not a public registration process.
Typical uses of .nowtv domain
The proposed use was exclusively for the now TV pay television service, a major IPTV platform in Hong Kong. It was intended to consolidate and brand the service's online presence under a single, trusted namespace. The TLD would have been used for internal channels, promotional sites, and customer portals related to the now TV ecosystem, distinguishing its digital assets from generic domains.
Tips for registering .nowtv domain
- As a closed brand TLD, there is no public registration, pricing, or term structure.
- The registry stated no initial plans for external registrations, focusing on internal corporate use.
- Any future expansion would require the implementation of a Sunrise period and specific Rights Protection Mechanisms.
- Domain management and policy enforcement would be handled entirely by the registry operator.
Frequently asked questions about .nowtv domain
Who operates .nowtv domain?
The registry for .nowtv domains is Starbucks, administered by Starbucks (HK) Limited.
Who can register a .nowtv domain?
The .nowtv TLD was proposed as a closed brand extension, meaning eligibility was restricted to the registry operator itself, Starbucks (HK) Limited. The applicant's materials clearly stated there were no plans to allow registrations by the public or other entities. This design is typical for brand TLDs intended for secure, internal use to protect trademark integrity and control the online namespace.
Can I transfer a .nowtv domain between registrars?
Since the TLD was not opened for external registration, standard inter-registrar transfer policies do not apply. Any management or transfer of domains within the .nowtv namespace would be an internal administrative function handled by the registry operator. There is no public framework for transferring .nowtv domains between third-party registrants.
What Rights Protection Mechanisms were proposed for .nowtv?
The applicant committed to implementing a comprehensive Sunrise process and effective Abuse Prevention and Rights Protection Mechanisms if the TLD were ever opened for external registration. These measures were intended to strengthen the orderly introduction of the TLD and protect trademark holders, though they were described as contingent on a future change in the registry's closed operation policy.
Can a trademark owner challenge a .nowtv domain registration?
Given the proposed closed nature of the TLD, where only the registry operator would register domains, standard dispute mechanisms like UDRP would have limited applicability. However, the registry expressed a commitment to upholding a reputation as a socially responsible TLD and indicated it would implement appropriate mechanisms to address any potential abuse or rights infringement, even for internal use.
What was the intended purpose of applying for a closed brand TLD?
The primary purpose was to secure a dedicated, branded namespace for the now TV service to enhance brand cohesion, security, and control over its online identity. A closed TLD allows a company to create a trusted environment for its digital services, customers, and partners without the risk of cybersquatting or brand dilution that can occur in open TLDs.