Sky's New Name Under Fire: A Branding Battle Looms
The sky is not the limit for Sky News Australia, but its new name might be. The broadcaster's plans to become News24 have already sparked a legal storm, with potential trademark infringement at the heart of the controversy.
The issue stems from the fact that the ABC, Australia's public broadcaster, owns the trademark 'ABC News 24' for its 24-hour news channel. This trademark was left over from the ABC's news channel, which launched as 'ABC News 24' in 2010 and rebranded as 'ABC News Channel' in 2017. Despite the rebrand, the original name is still commonly used.
Sky News Australia, owned by News Corp, unveiled its new branding and name on Friday, signaling a shift towards a more international digital presence. However, the name 'News24' could potentially cause confusion with the ABC's trademark, as well as with a major South African news outlet of the same name. The South African News24 has a strong social media presence, with millions of followers across Facebook, X, and YouTube.
Intellectual property barrister Jane Rawlings highlights the potential legal issues. She explains that the ABC's trademark ownership gives them grounds to challenge Sky's new name, as it uses similar terms and could cause public confusion. The use of 'News24' by Sky, despite the ABC's established presence, might be seen as an infringement.
The South African News24, with its similar logo and domain, adds another layer of complexity. This similarity could lead to further legal battles, as both entities have strong online presences and could be seen as competing brands.
Sky News Australia's plans to grow internationally may now be in jeopardy, as the company faces the challenge of securing its new name without infringing on existing trademarks. The legal battle over branding rights is far from over, leaving the future of Sky's new identity in question.
