Pankhuri Malik is an IPilogue Writer, IP Innovation Clinic Fellow, and an LLM Candidate at Osgoode Hall Law School.

NBC Universal has filed a against Jay Kennette Media Group (“JKMG”), an entertainment company over the latter’s registration of the mark “Dunder Mifflin.” As “The Office” fans know, Dunder Mifflin is the name of the fictitious company prominently featured in the show. NBC that JKMG is practicing trademark squatting to unfairly make money by registering trademarks belonging to others. JKMG for registration of the mark for sale of apparel under Class 25, and the mark was registered in July 2017. Recently, NBC’s application for registration of the mark “Dunder Mifflin” was by the USPTO citing JKMG’s mark, presumably prompting the lawsuit.

What is trademark squatting?

WIPO trademark squatting as the act of a person registering a trademark for a brand that belongs to someone else. Many companies have turned trademark squatting into a . NBC’s “Dunder Mifflin” has been a particular target of trademark squatting .

In terms of defences, the is a useful tool against the practise of trademark squatting. If NBC can successfully prove that JKMG had knowledge of NBC’s reputation in Dunder Mifflin, which is likely, and registered it with the dishonest intention of trading upon its goodwill, JKMG’s registration of the mark stands to be revoked.

JKMG’s trademark portfolio

, both current and expired marks, may prove to be useful for NBC’s case. JKMG’s trademarks include “Hillman College” (popularly featured in “The Cosby Show”), “Super Saiyan” (from the “Dragon Ball Z” universe), “Scott Body Shop” and “Tree Hill Ravens” (from CW’s “One Tree Hill”) and “Nostromo” (a ship from the movie “���������”). While the owner of JKMG, Kenneth Talbert, has for “Hillman College” and “Nostromo”, it may be difficult to justify some of his other registrations.

First-to-use trademark rights in the USA

Similar to Canada, under established , trademark rights vest in the first person to use the mark in commerce, or for the purposes of distinguishing their goods and/or services. While JKMG has been using the mark for hoodies, t-shirts and other apparel, NBC’s use has been for its TV show and related campaigns. NBC’s application for registration was also under Class 41 for Entertainment.

What’s next?

NBC’s goodwill and reputation in the mark is undeniable. While the show went off-air in , it continues to be massively popular with extended episodes being released to date. “Dunder Mifflin,” registered or not, leads most of us to automatically think of the popular sitcom. Talbert is in his rights and the strength of his case, but it would be interesting to see the court’s stance in this ongoing lawsuit.

The post “Identity theft is not a joke, Jim!” – Trademark battle over “Dunder Mifflin” appeared first on IPOsgoode.

The Dish Network (“Dish”) is a television service provider based in the United States which retransmits the broadcast signal of networks such as Fox, ABC, NBC and CBS to Dish subscribers.  In 2012 Dish introduced “the Hopper”, its new DVR and Video-on-Demand system. This system came with a feature known as “PrimeTime Anytime” which allows the user to record primetime programming, if the feature is enabled. Later that year Dish released another feature to the Hopper called the “AutoHop” which, if selected, skips over the majority of the commercial breaks of some primetime programs recorded by Primetime Anytime.

The release of this program resulted in controversy Fox later sued Dish for copyright infringement and breach of contract in the District Court and attempted to obtain a preliminary injunction against the device's feature. The California Central District Court and last week the United States Court of Appeals .

In order to obtain a preliminary injunction in the United States, the claimant must be able to prove, among other items, that the claim will succeed on its merits. The Appellate court held that the District Court did not err in holding that Fox was unlikely to succeed on the claim of direct copyright infringement or secondary copyright infringement of their broadcast television programs.

The reasoning of the Appellate Court regarding the copyright arguments is based on the fact that direct infringement of the reproduction right would require copying by Dish. The AutoHop technology, however, only creates a copy in response to the user’s command. The user, therefore, causes the copies to be made. Since direct infringement looks at who made the copies, and Dish is not in a position to engage in the creation of a copy, the claim would necessarily fail.

Secondary liability for copyright infringement requires direct infringement by a third party. There was a prima facie case of direct infringement by a third party (Dish customers) and the burden was therefore on Dish to prove that this use fell within the exception of  ",” similar to the Canadian Copyright Act exception to infringement in “.” The District Court accepted Dish’s arguments outlining the likelihood of success of the consumer’s fair use defense. The court found that the purpose and character of the use was for a non-commercial, non-profit activity and that the application of the program simply enabled the consumer to see the work which he or she was already entitled to.

In examining the final step of the “fair use” test, the court looked at the effect of the use on the potential market for, or value of, the copyright-protected work. The court noted that Fox only owns the copyright interest to the television programs and not to the commercials which play during the break. On this basis it was determined that the analysis of market harm should necessarily exclude any consideration of the commercial-skipping feature of the Hopper as it does not implicate the copyright interests of Fox. Since Fox does not charge licence fees for providers offering their television programs as long as they disable a commercial-skip feature, the court found it unlikely that merely copying this work would cause any market harm. As a result, this use successfully fell within the copyright exception of “fair use.”

With this last refusal to grant an injunction the case may now proceed to trial, the outcome of which The AutoHop takes away incentive for advertisers to place ads in primetime shows and, as such, is set to considerably diminish advertising revenue for many networks. This technology represents such a threat that this may lead to two of the big four networks and become accessible through cable only. The climax is sure to be dramatic, and we've got our popcorn ready.

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