The new TV service owned by Sir Alan Sugar himself recently faced its first court appearance against the claim by Total Ltd that their name, YouView was in breach of their trademark.

The telecommunications firm claims that the TV service breaches the ‘Your View’ service which was trademarked back in 2009, after YouView applied for their own trademark in 2010, the judge decided the service was too similar to Total’s name.

However YouView have said they will not be changing their name due to the fact that Your View is a B2B billing service and not a TV viewing service, with a spokesman stating, “YouView has no intention of changing its name, this matter is complex and subject to a number of ongoing legal actions and will be settled in the courts.”

However Total’s managing director, Stuart Baikie isn’t ready to give up just yet either:

“We will soon be taking further infringement action in the high court, likely to include seeking an injunction limiting their use of the brand, damages and costs, as we believe that they are still acting without regard to our registered mark and business interests.”

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