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Opponents of expanding gTLDs have largely based their arguments on the additional cost to business in performing defensive registration on their brands. What is defensive registration? Basically it's an action taken to protect a trademark (in the case of domain names, to protect a word or phrase which identifies the goods or services of a party). This study investigates how valid the defense registration argument, backed by organsiations such as Microsoft, actually is. It assesses the amount of defensive registration already undertaken in varying gTLDs for the top Fortune 100 companies. The conclusion: 'If past behavior is predictive of future actions, we will see a minimal amount of defensive registration activity in new gTLDs by brand owners, and new gTLDs will be largely ignored by cybersquatters.'

SEDO (Search Engine for Domain Offers) has partnered with VeriSign (the operator of the valuable .com and .net gTLDs, amongst other network inrastructure) to conduct a .TV auction between 1 April - 8 April 2010. Having a semiotic association with rich media content and a memorable quality, it seems likely the auction will attract bids from brand names already harnessing rich media content and looking to capitalise on new revenue streams that the expansion of gTLDs offers. Reserves will be around $5000 for each auctioned name ( a list of all names can be found at http://sedo.com/search/searchresult.php4?auctionevent=tvPremium&tracked=&partnerid=&language=us ) causing some annoyance amongst those who have already made costly .TV purchases in excess of the reserved price.