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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.

The topic of domain names as a commodity isn't new, but the prices auctions are fetching for names is. When $2 million is refused for 'jeans.com' it paints a picture of the cost/benefit ratio of domain investment - where the potential financial benefits are clearly outweighing initial costs. The trend developing is for multinational companies to buy domain names with commonly understood verbs (eg dating.com) or nouns (eg books.com). It strengthens their own branded domain name and targets consumers who are undertaking searches on the net for the thing they want - be it a service or good - as opposed to searching for the company that sells that thing. Does it suggest that searching habits are changing? Is brand awareness and brand loyalty losing power?