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AT&T Files Trademark For AT&T TV

The telco may be moving away from the DIRECTV brand.

AT&T has filed for a trademark for ‘AT&T TV’ with the U.S Patent & Trademark Office, a possible signal that the telco will eventually move away from its current TV brand names, DIRECTV and U-verse.

In its trademark application, the telco says AT&T TV would be used for “Set-top boxes; computer hardware and software used for the control of voice controlled set-top boxes; remote controls for set-top boxes.”

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The request, which was filed on March 6, 2018, does not elaborate on how or when the set-top boxes would be used.

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AT&T owns the traditional TV services, DIRECTV and U-verse, as well as the live streaming service, DIRECTV Now. Shortly after the company’s merger with DIRECTV was completed in 2015, DSL Reports wrote that an internal AT&T memo suggested the company would eventually phase out the DIRECTV and U-verse brands.

However, instead of dropping them, AT&T has expanded the DIRECTV brand by launching DIRECTV Now on November 30, 2016.

But it’s possible that AT&T is now preparing to put all TV services under the AT&T brand, or perhaps, just the two traditional TV brands. The trademark application refers to set-tops, which DIRECTV and U-verse use while DIRECTV Now does not.

While DIRECTV has established a strong brand over two decades, the satellite TV service is now losing subscribers due in part to the growing popularity of live streaming services such as DIRECTV Now.  AT&T may feel it’s near time to dump the DIRECTV brand name before it begins losing significant value.

Another scenario: AT&T has discussed launching yet another TV service over a proprietary Broadband line sometime this year. The AT&T TV name could be designated for that venture.

And one more possibility: AT&T could never use the AT&T TV name. Companies sometimes file trademark requests for names that they eventually never use.

— Phillip Swann
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About TV Answer Man (1651 Articles)
The TV Answer Man is veteran journalist Phillip Swann who has covered the TV technology scene for more than two decades. He will report on the latest news and answer your questions regarding new devices and services that are changing the way you watch television.

2 Comments on AT&T Files Trademark For AT&T TV

  1. AT&T does not have the reputation that its BOD and management believes it does.

  2. Probably wIll replace the Uverse brand.

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