For the first time ICANN, the governing body of the Internet's namespace, will allow brands and the Entertainment Industry to secure their brand name at the top level of the Internet hierarchy as a domain extension. This represents an unprecedented opportunity for brands and the Entertainment Industry to differentiate themselves on the Internet and maximize their online marketing activities, expand their distribution channels and innovate with new business models.

By owning a piece of the Internet landscape, brands and the Entertainment Industry can utilize the DNS in ways not imagined before to re-define, enhance and renovate your business model, distribution channels and company's strategic positioning, including:

• New Market Opportunities
• New Business Models
• Distributor and Affiliate Channel Efficiencies
• Economies of Scale
• Economies of Scope
• Brand Protection
• Enhanced Security
• Building Consumer Trust & Loyalty
• Increasing Conversions & Sales
• Building Brand Loyalty
• Enhanced Brand Recognition
• Search Optimization
• Owning a Piece of the Internet that Represents your Identity and What You Do
• Flexibility to have an unlimited ability to create URLs on demand
• Creating a Barrier to Entry for Competitors
• Increasing the Value of your Company

TLDs will be an opportunity for brand owners and the Entertainmnet Industry to create a powerful, secured community, which can assist in combating against counterfeiting and cybersquatting abuse. Under a branded TLD, the brand owner has complete control of domain name allocation and internal management of all facets of the TLD operations and the business opportunities that can be created. The sky is the limit.

One of the most important benefits of own controlling the whole DNS infrastructure under a branded TLD is the protection, management and monetization of Intellectual Property digital assets (trademarks and copyrights) as well as having complete exclusivity in the distribution channels.

Under a new TLD, brands and the Entertainment Industry can strengthen their position, enhance security and build trust surrounding their brand names by incorporating the appropriate models that would create value and spur legal consumption of their intellectual property, including:

• Rights protection measures
• Accreditation criteria, such as MyTLD's proprietary Community Member Organization (CMO) approach on eligibility and usage
• Multi-stakeholder governance board to represent content-creators and constituents with fair, transparent and diversified representation
• Enforcement, auditing and compliance measures
• Globally protected trademark lists