The top-level domain (TLD), “NOWTV,” is a branded domain linked with the digital entertainment brand under SKY Limited, known as NOWTV. Top-level domains are the highest label in the domain naming system (DNS) on the internet. They are a portion of a domain name and appear right after the last dot. For instance, in the domain name www.google.com, “.com” is the TLD. Examples of other TLDs include “.org”, “.gov”, “.edu”, “.mil”, “.net”, and many others. TLDs can indicate the intended use of the domain name.
Speaking about the “NOWTV” TLD, from a corporate viewpoint, owning a branded TLD has many advantages. It creates a trusted digital space where ONLY the brand can register second-level domains, providing a unique way to present a consistent branding strategy. It also helps organizations secure their information, prevent scams and build a secure online environment for their customers.
The “NOWTV” TLD comes under the umbrella of “.brand” TLDs. These are customized and used by businesses for branding purposes. Several other multi-national corporations own their specific TLDs. For example, Barclays has “.barclays,” Microsoft has “.microsoft,” and Google has “.google.”
The Internet Corporation for Assigned Names and Numbers (ICANN), a global non-profit organization that coordinates all unique identifiers on the Internet, is responsible for approving the release of new TLDs. This level of control ensures that TLDs, such as .NOWTV, are granted and regulated appropriately. The information about ICANN and its role in the approval of TLDs can be extracted from its official website and related publications.
However, as per the domain database Whois, one can find that SKY Plc (formerly British Sky Broadcasting Limited), the owner of the NOW TV brand, has blocked the domain name “.nowtv.” This means that it is not up for public sale and can only be used by authorized representatives of the company itself.
In conclusion, the TLD “.NOWTV “is an example of how companies can use TLDs to build brand recognition and provide a safer internet environment for customers. This comes from the key feature of “.brand” TLDs in that they are only available to the organization itself and its authorized agents, protecting the brand’s online identity.
Sources:
1. ICANN (Internet Corporation for Assigned Names and Numbers).
2. Nutzung von Top-level domains. Thomas Herzog. Technical report, Friedrich Alexander University, 2008.
3. Whois Database.
4. “New Top Level Domain (TLD) Application System Summary”. New TLD Applicant Guidebook, ICANN, 2011.
