Top-Level Domains (TLDs) are the highest level of domain names in the hierarchical Domain Name System (DNS) of the internet. Some commonly known examples include .com, .org, .edu, etc. These reflect the purpose or geographical area of a website. A less well-known TLD is .dish.
.DISH is a brand TLD owned and run by Dish Network Corporation, a U.S.-based television provider. Brand TLDs are a newer category of TLDs, created under a program started by ICANN (Internet Corporation for Assigned Names and Numbers). Unlike traditional TLDs such as .com or .org, brand TLDs can be the exact name of a brand, further enhancing its visibility and credibility online.
As stated on ICANN’s website, the .DISH TLD is intended to be a branded space for Dish Network Corporation to showcase its products and services. This also provides a platform for interactive communication with their customers. The .DISH TLD is strictly controlled by Dish Network Corporation, meaning it has full control over the second-level domains created within its namespace. This is part of a wider trend of businesses and organizations seeking to create a robust online identity with a unique TLD in order to stand out from the competition and offer users a clear signpost to their official pages.
It must be known, however, that these branded TLDs are not open to public registration, unlike generic TLDs (.com, .org, etc.). Only entities which apply to ICANN and demonstrate their ability to run a domain registry become eligible. Branded TLDs are also more expensive to obtain and manage, putting them out of the reach of ordinary individuals and small businesses.
As of writing, the .DISH TLD has a limited number of active second-level domains, mostly centered around their offerings and trademarks. An example is www.my.dish, which serves as a customer portal for Dish Network’s services.
To answer your question in full: .DISH is a brand-specific top-level domain owned by Dish Network Corporation. As with other brand TLDs, its use is strictly controlled by the owning corporation, serving to offer a more visible, trustworthy, and innovative presence for the brand on the internet.
Sources:
- Internet Corporation for Assigned Names and Numbers (ICANN): TLD Application for .DISH
- World Intellectual Property Organization Arbitration and Mediation Center: Report on Brand Top-Level Domains
- ICANNWiki: .DISH TLD+
