.nowtv

gTLD
Type	gTLD
Subtype	dotBrand
Status	Proposed
Registry	Not selected
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.nowtv is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is Starbucks (HK) Limited. It seems that Starbucks has not selected a registry services provider, given that in its public responses to the registry questions in the application Starbucks only discusses the "future registry provider" and mentions no specific name.

Application Details

The following is excerpted from applicant response to question #18:

"now TV (http:⁄⁄www.now-tv.com⁄) is a pay TV service launched since 2003. With a customer base of over 1.1 million, it is now the largest pay TV platform in Hong Kong (over 50% penetration of the market) and one of the largest IPTV service providers in the world. now TV currently distributes over 180 channels, including both internationally recognized, top-class channels like HBO, Star Movies, Fox Movies Premium, BBC Knowledge, Discovery, Nat Geo, etc; as well as a whole array of our “now” branded, self produced channels tailored to the viewing needs of the local HK market, including now news, now Business News Channel, now HK, now Sports channels, now Entertainment, etc.

now TV, in addition to being an established brand name in the HK market, is also fast gaining recognition in the international market – with our plans to widely distribute our “now”-branded channels to overseas market

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While we are not planning for the “.nowtv” TLD to be open for external registrations, in the case that future expansion happens, the Registry is dedicated to upholding its reputation as a socially responsible TLD. As such, beyond the basic ICANN requirements, the Registry intends to put in place a comprehensive Sunrise and Startup process as well as effective Abuse Prevention and Rights Protection Mechanisms to strengthen the orderly and stable introduction of the TLD."

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