Redbox eyes 'Redbox Instant' brand for streaming video service

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Redbox and Verizon (NYSE: VZ) may be considering using the brand "Redbox Instant" for their streaming video joint venture, according to U.S. trademark and domain name registrations obtained by FierceCable

Redbox, which announced Monday that it would launch a streaming video and DVD rental service with Verizon later this year, filed a trademark application for the brand Redbox Instant on Jan. 26, according to filing at the U.S. Patent and Trademark Office. The company reserved the right to use the brand for "transmission services; broadcasting services; streaming services; distribution of entertainment content; video-on-demand transmission services; streaming of audio, visual, and audiovisual material via the Internet; video-on-demand transmission services, video broadcasting, transmission of voice, data, images, data signals, messages and information by electronic communications networks," according to the trademark application. 

Redbox has also purchased the domain name RedboxInstant.com. The domain name was purchased by Bradley Artman, senior manager of infrastructure for Redbox and parent company Coinstar, on Dec. 21, according to registrar Network Solutions. Web surfers who attempt to access the RedBoxInstant site are currently redirected to Redbox.com.

"We have not announced a brand name for the joint product that Redbox and Verizon will be delivering. However, it is prudent and common practice to register any number of names to protect our trademark rights," a Redbox spokesperson said Tuesday afternoon.     

In addition to posing new competition for top streaming video provider Netflix (Nasdaq: NFLX), the joint venture Redbox and Verizon announced Monday could compete with cable and satellite providers. Coinstar said in an SEC filing that the joint venture would focus primarily on marketing over-the-top video content, including linear programming.

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