Trump Organization Seeks Ownership of ‘TRUMP TV’ Trademark

Trump TV Trademark Application

President Donald Trump’s private company has filed for a trademark on the name “TRUMP TV.” This step follows the launch of a 24-hour streaming channel by the White House under the same brand name. The move by the Trump Organization suggests that future use of this name by the White House could be subject to licensing agreements.

On September 24, DTTM Operations LLC, responsible for managing Trump brand trademarks, submitted the application to the United States Patent and Trademark Office (USPTO). Trademark attorney Josh Gerben noted the uniqueness of this situation, as it may be unprecedented in U.S. history.

Scope of the Trademark Application

The application seeks rights for “TRUMP TV” across various media formats including television broadcasting, streaming services, mobile applications, and news programming. The filed services aim to cover topics such as politics, business, current events, and international affairs.

This submission coincides with the White House’s ongoing disputes with major news organizations. Recently, the administration has barred reporters from CNN, MS NOW, and Politico from White House grounds. Subsequent litigation and boycotting of the White House press pool by television networks followed.

The White House has launched “TRUMP TV: The Essentials Station,” a channel dedicated to presidential speeches and content related to the administration. Newsweek has sought comments from both the White House and DTTM Operations LLC.

Trademark Filing Details

Federal records detail DTTM Operations LLC’s intent to use the trademark across downloadable software, TV broadcasting, internet streaming, and digital networks. Services include streaming software for smartphones and smart TVs, internet broadcasting, and news content transmission.

The company’s application, filed with a $1,400 fee, covers four international trademark classes. Such breadth implies potential expansion of the Trump TV brand beyond a communications platform to a broader media outlet.

Legal and Ownership Implications

One key aspect is that the applicant is not a government entity. USPTO records list DTTM Operations LLC as the trademark owner, significant since trademark ownership and use might differ legally.

Gerben explained that for government use of the “TRUMP TV” trademark, a licensing agreement between the Trump Organization and the federal government is necessary. Even before approval, securing such an agreement is crucial to avoid invalidating the trademark.

Filing Timing and Brand Development

“TRUMP TV: The Essentials Station” was formally launched on September 21, and the trademark application came days later on September 24. Typical brand development involves filing trademarks ahead of announcing new products or services.

This reverse sequence suggests a swift creation of “Trump TV.” The registration seems post-launch, indicating a realization by Trump Org of needing protection for possible ongoing channel use.

Public and Political Reactions

The trademark filing stirs debate amid expanded communication strategies by the administration. The ban on certain reporters faced a legal challenge, with Judge Timothy James Kelly temporarily blocking Trump’s restriction.

Democratic politicians have openly criticized “Trump TV,” describing it as government-controlled media. Senator Mark Kelly and Governor Gavin Newsom expressed concerns over alleged autocratic behavior.

The launch also sparked controversy over government-funded ads promoting Trump’s agenda. Criticism emerged from both Democratic representatives and Senator Thom Tillis, a Republican, who likened such ads to propaganda typical of foreign leadership.

President’s Involvement and Next Steps

Trump’s personal consent for trademark registration is noted in the filing, adhering to federal law requirements. Gerben clarified this procedural aspect is standard for Trump trademarks.

The USPTO examination process will begin months from now. Examination, aiming for independence despite USPTO being part of the executive branch, involves assigning an attorney to assess the application against trademark standards.

Gerben underscored the potential value for Trump Org from government promotion of the trademark, regardless of direct licensing fees.