DotTV weaves Web domain

Idealab! Spawns 'Net registry, b'casters and studios on board

Basing its entire business plan on the notion that the whole world doesn’t have to end its Web addresses with .com — and everyone recognizes the term TV — Idealab! startup DotTV has inked deals with 40 television broadcasters to use its new .tv domain name.

Broadcasters affiliated with ABC, NBC, CBS and Fox, as well as studios such as Paramount and Warner Bros., said Monday that they have registered with the Pasadena-based company.

“With the convergence of TV and the Internet, companies can no longer wait to develop their new marketing and branding strategies,” said DotTV CEO Lou Kerner. “The exploding number of broadcasters who are building DotTV domain names into their core marketing plans demonstrates that DotTV is the natural home for rich media on the Web.”

Every site requires a domain name to operate on the Web. So far, site addresses most commonly end with .com, which stands for commercial business.

The DotTV domain name allows companies to choose a site name that may have already been registered to another company with the .com prefix. For example, Net.com is a registered name; Net.tv is not. Companies can go to http://www.TV, search for desired domain names and bid on them. Names range from $100 to $100,000.

DotTV received its initial funding from Internet incubator Idealab!, the company that launched eToys and entertainment site Z.com.

DotTV’s advisory board includes Frank Biondi, former Universal Studios CEO; Lee Masters, Liberty Entertainment’s CEO and former CEO of E! Entertainment Television; and Jim Chabin, president of the Academy of Television Arts and Sciences.

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