POTUS' company files application seeking to trademark ‘TRUMP TV’ days after its launch

WASHINGTON, DC: President Donald Trump’s private company has filed a federal trademark application seeking ownership of the name “TRUMP TV,” just three days after the White House launched a 24-hour streaming channel under the same name.

The application was filed on Thursday, September 24, by DTTM Operations LLC, the entity that manages trademarks associated with the Trump brand. The move is noteworthy as it could affect how the White House uses the channel’s name and potentially require a licensing arrangement between the federal government and the Trump Organization. 

Trump's company seeks broad trademark rights for ‘TRUMP TV’

Federal records show DTTM Operations LLC is seeking trademark protection for “TRUMP TV” across television broadcasting, internet streaming, downloadable software, mobile applications and online news programming. The filing also covers entertainment and educational programming focused on politics, business and public affairs, as well as current-events and international-affairs content.

Trademark attorney Josh Gerben, who first identified the filing in federal records, described the situation as potentially unprecedented. “It is likely the first time in United States history that this has happened,” Gerben said in an interview with Newsweek.

The application was submitted on an intent-to-use basis, indicating that DTTM Operations has stated plans to use the trademark commercially in the future.

The filing was made just three days after the White House formally launched “TRUMP TV: The Essentials Station,” a 24-hour channel carrying presidential speeches, appearances and administration content. The timing has drawn attention because trademark applications are often filed before a product or service is publicly introduced.

“The timing of the trademark filing suggests that 'TRUMP TV' was rushed into existence,” Gerben said. “Typically, a company would file a trademark in advance of a new product launch to protect the name before it is announced.”

He also said that the filing indicates the Trump Organization recognized the need to protect the name if the White House channel became an ongoing operation. “It shows that Trump Org realized it needed to protect 'TRUMP TV' if the White House was actually going to use the name for a real channel it was building,” Gerben noted.

Filing raises questions over White House's use of Trump-owned media brand

A central issue with the filing is that the trademark applicant is not the federal government. The filings identify DTTM Operations LLC as the trademark owner, with the company serving as the Trump Organization’s intellectual-property holding entity.

Gerben said that the trademark ownership and use are distinct issues and explained what that could mean for the White House channel.“For the White House or the Federal Government to use the 'TRUMP TV' trademark, a licensing agreement between the Trump Organization and the Government is required,” he remarked.

The filing also states that Trump personally consented to registration of the trademark bearing his name. The channel was introduced amid a broader dispute between the White House and major news organizations, as CNN, MS NOW and Politico reporters were barred from White House grounds.

The launch of “TRUMP TV” has also drawn criticism from Democrats and some Republicans, particularly over government-funded advertisements promoting Trump’s agenda. California's governor Gavin Newsom called the move "truly autocratic behavior from a failed president."