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    • .娱乐

    Generic top-level domainsIDNDNSSEC

    Overview

    • .娱乐 is an internationalized generic top-level domain (IDN gTLD) whose Chinese characters mean “entertainment.”
    • It was applied for and delegated under ICANN's New gTLD Program to provide a namespace for entertainment-related content targeting Mandarin-speaking users.
    • The registry operator is Donuts (Will Bloom, LLC).

    History

    • The string was applied for during ICANN's New gTLD Program.
    • Zodiac (Morden Media Limited) was an earlier applicant but withdrew after a private auction.
    • Donuts won the contention set and became the registry operator; the string was delegated to the DNS root on 09 May 2015 and listed as implemented on 11 May 2015.
    • Donuts submitted a Public Interest Commitment as part of its application and described protections against abuse in its application materials.

    Usage and Audience

    • Intended audience: Mandarin-speaking individuals and organizations with interests in entertainment sectors such as video, news, gaming and music.
    • Appeals to a broad group including industry participants, fans, critics and other entertainment-related services.
    • Positioning is generic and broadly inclusive, aiming to attract registrants worldwide who use Chinese (Simplified) language.

    Registration Rules

    • The TLD is described as open to registration by companies and individuals; Donuts favors inclusive registration policies.
    • No entity has exclusive rights to second-level names under .娱乐 according to the registry's application statements.
    • The registry emphasized protections against abuse (including trademark-related protections) rather than restrictive eligibility rules.
    • Specific technical details (allowed characters, registration period lengths, pricing) are not provided in the summarized source.

    SEO and Brand Impact

    • As a language-specific, descriptive gTLD meaning “entertainment,” .娱乐 is positioned to signal relevance to Mandarin-speaking audiences and entertainment content.
    • Donuts stated intentions to operate the TLD with strong security and anti-abuse measures, which may influence trust and brand perception among registrants and users.
    • Being part of the New gTLD expansion, .娱乐 was presented as increasing consumer choice and enabling new online identities in the entertainment space.

    Notable Cases or Examples

    • Contention: Zodiac (Morden Media Limited) originally applied for the string; Zodiac withdrew after a private auction administered by Applicant Auction in April 2014.
    • Registry: Donuts (Will Bloom, LLC) won the auction and became the registry operator for .娱乐.
    • Key dates: delegated to the root on 09 May 2015; implementation noted on 11 May 2015.

    Operator

    Binky Moon, LLC

    Whois

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

domain:       娱乐
domain-ace:   XN--FJQ720A

organisation: Binky Moon, LLC
address:      c/o Identity Digital Limited
address:      10500 NE 8th Street, Suite 750
address:      Bellevue WA 98004
address:      United States of America (the)

contact:      administrative
name:         Vice President, Engineering
organisation: Identity Digital Limited
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:       tldadmin@identity.digital

contact:      technical
name:         Senior Director, DNS Infrastructure Group
organisation: Identity Digital Limited
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:      V0N0.NIC.XN--FJQ720A 2a01:8840:16:0:0:0:0:66 65.22.20.66
nserver:      V0N1.NIC.XN--FJQ720A 2a01:8840:17:0:0:0:0:66 65.22.21.66
nserver:      V0N2.NIC.XN--FJQ720A 2a01:8840:18:0:0:0:0:66 65.22.22.66
nserver:      V0N3.NIC.XN--FJQ720A 161.232.10.66 2a01:8840:f4:0:0:0:0:66
nserver:      V2N0.NIC.XN--FJQ720A 2a01:8840:19:0:0:0:0:66 65.22.23.66
nserver:      V2N1.NIC.XN--FJQ720A 161.232.11.66 2a01:8840:f5:0:0:0:0:66
ds-rdata:     63835 8 2 e3f265b8894b76bab24512c5276be9243c0afb4595a14c879f9fb711e754c013

whois:        whois.nic.xn--fjq720a

status:       ACTIVE
remarks:      Registration information: https://www.identity.digital/

created:      2014-07-17
changed:      2023-09-12
source:       IANA

    Registrars