President Donald Trump’s private company has filed a federal trademark application for the name “TRUMP TV.” This move comes just three days after the White House launched a streaming channel using the same name. The filing could affect the future use of the channel’s name by the White House and may require a licensing deal between the federal government and the Trump Organization.
Details of the Trademark Application
Records from the United States Patent and Trademark Office (USPTO) show that the application was filed on September 24 by DTTM Operations LLC. This company manages trademarks linked to the Trump brand. The filing aims to secure trademark protection for “TRUMP TV” across various platforms including television broadcasting, streaming services, mobile applications, and news programming. Proposed content areas include politics, business, current events, and international affairs.
The trademark application appears amid a tense relationship between the White House and several major news organizations. Recently, the administration barred reporters from CNN, MS NOW, and Politico from White House grounds. In response, ongoing litigation led to a temporary block of the ban by U.S. District Judge Timothy James Kelly, who restored the press credentials of those outlets while the legal process continues.
Scope and Intent of the Trademark
DTTM Operations LLC seeks rights to the name across a broad range of services including downloadable software, internet streaming, television broadcasting, and online news programming. The categories include mobile apps for phones and smart TVs, television and internet broadcasting services, and news content transmission. The application covers four international trademark classes, illustrating a potential expansion beyond a simple White House communications channel.
Trademark Ownership and Government Implications
The application’s ownership raises questions as the applicant is not the federal government but a private entity, DTTM Operations LLC, which is part of the Trump Organization. According to trademark attorney Josh Gerben, trademark ownership requires a licensing agreement if the government plans to use the trademark. Without such an agreement, any claims to the trademark could be invalidated.
Timing and Motivation
The filing was made after the White House launched “TRUMP TV: The Essentials Station,” suggesting a rushed process. Typically, businesses secure trademarks before public product announcements to protect their brand. However, the Trump Organization may have realized later that the White House’s use of the name could necessitate legal protection.
Public Reaction and Legal Concerns
The trademark filing and subsequent media channel launch have drawn scrutiny from both critics and supporters. Some politicians, including Senator Mark Kelly and Governor Gavin Newsom, have condemned the channel as government-controlled media. Democratic lawmakers have also criticized government-funded Trump advertisements.
Even within Trump’s own party, there is dissent. Senator Thom Tillis described a related advertisement as inappropriate, likening it to the propaganda used by former Hungarian Prime Minister Viktor Orban.
Consent and Next Steps
Donald Trump personally consented to the trademark filing, a standard legal requirement for trademarks identifying a living individual. This step confirms the president approved his company’s move to own the brand name.
The application will now undergo the USPTO’s examination process, a procedure taking several months. An examiner will independently review the application to ensure it meets federal trademark standards. While the USPTO falls under the executive branch, the examination is designed to operate independently.
Gerben highlighted the importance of licensing agreements, even if no monetary fee is exchanged. The promotion of a trademark by the Office of the President could create value for the Trump Organization.