Cox trademarks FLARE and MY FLARE for new interactive video service

Cox Communications recently filed trademark applications for the brands FLARE and MY FLARE for possible use in a new interactive video service.

The Flare brand could also be the name of a new mobile application that Cox is developing with Cisco (Nasdaq: CSCO).

According to documents Cox filed at the U.S. Patent & Trademark Office on Feb. 12, Cox wants the right to FLARE and MY FLARE for '"provision of telecommunication access to video, music, games and audio content provided via video-on-demand, interactive television, pay-per-view and pay television subscription services." Cox said in the filings that it also wants to use the brands for cloud storage services and "streaming of video and audio content via the Internet and other electronic communications networks."

Cox officials wouldn't detail what the company plans to do with the FLARE and MY FLARE brands. "Filing trademark applications is just one aspect of our regular efforts to develop new and enhance existing products and services. In this hypercompetitive environment for telecommunications and entertainment services, we are committed to delighting our customers and connecting them to things they care about," Cox spokesman Todd Smith told FierceCable in a statement on Monday.

Last month, Cox announced at the Consumer Electronics Show in Las Vegas that it was working with Cisco to develop an application for Apple's (Nasdaq: AAPL) iPad that will allow subscribers to access 90 live TV networks, video-on-demand programming and use the tablet computers as a remote control.

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