Telecom set to rebrand ShowmeTV following name dispute

Telecom intends to launch its internet-delivered TV and movie service later this year, under an alternative brand name to ShowmeTV.

Within days of the brand being unveiled on 21 February, two companies that are related to each other, Show Television Limited and Show Me Limited, publicly raised concerns about Telecom’s use of ShowmeTV.

“Although we were aware beforehand of the existence of these other companies and had been following the appropriate trademarking processes in relevant categories, once we heard of their concerns we initiated discussions with them,” says Simon Hoegsbro, senior vice president broadband and digital media, Telecom Digital Ventures.

“While we believe we had the ability to continue with the ShowmeTV brand under the relevant trademark categories, we accept that Show Television and Show Me had some legitimate concerns given their own business.

"Taking everything into account, and given that we have not yet made any marketing investment in this brand, we didn’t think having a prolonged dispute about the name was in anyone’s interest.

“We’ve therefore made a pragmatic decision to move on and ensure our attention is fully focused on the development and forthcoming launch of our internet TV and movie service.

"We will be announcing a new name for the service in due course, either before or when we move to commercial launch later this year. The quality of our internet TV offering, not the brand name, will be pivotal to our success.

“Since we announced our plans just over three weeks ago, we’ve been overwhelmed by the positive reaction from New Zealand consumers and from industry commentators and participants.

"It’s clear that New Zealanders are thirsting for more choice about how to get their home entertainment and are ready to try new ways to access content over rapidly improving and expanding broadband networks. We are looking forward to sharing more about our plans in the near future.”

Following the announcement, and Hoegsbro's comments, Show Television Director and group spokesman, Darryl Clarke, added: “We would like to acknowledge Telecom for taking a pragmatic approach and resolving the situation.”