Odd that in the same week that the European Court ruled in favour of 3 in its battle with O2 over the use of O2's bubble trademark that ITV should attempt to prevent the use of the acronym iTV as a representative term for interactive television.
Surely the floodgates on the use of iTV are beyond closure and its chances of successfully coercing anyone from using the term are absolutely minimal? Well not necessarily - in fact, given that iTV advertising at least has proven to be something of a damp squib judging by the fact that advertisers are staying away in their droves, the best thing that ITV can do is sit-by and watch red button wither on the vine.
Unless of course ITV dies before it, which, judging by its current share price could always be a possibility.
