President Donald Trump’s private company, DTTM Operations LLC, has submitted a federal trademark application to claim ownership of the name “TRUMP TV.” This move followed the launch of a 24-hour streaming channel by the White House, under the same brand. The trademark application, filed on September 24, could impact how the White House utilizes the channel’s name and might necessitate a licensing agreement between the Trump Organization and the federal government.

The United States Patent and Trademark Office (USPTO) records indicate the application covers television broadcasting, streaming services, mobile applications, and news programming. It suggests services centered around politics, business, current events, and international affairs.

Trademark attorney Josh Gerben, who uncovered the filing, noted its uniqueness. “It is likely the first time in United States history that this has happened,” Gerben told Newsweek.

The filing comes amidst a growing confrontation between the White House and leading news organizations.

The administration recently barred CNN, MS NOW, and Politico reporters from White House grounds, accusing them of reporting “fake news.” As a response, these companies filed litigation, and major TV networks paused participation in the White House television press pool. Following this, the White House introduced “TRUMP TV: The Essentials Station,” focusing on presidential speeches, appearances, and administrative content.

Newsweek reached out to the White House and DTTM Operations LLC via email for comments.

Trump TV Trademark Filing Covers Television, Streaming, and Mobile Apps

Federal records reveal DTTM Operations LLC wants trademark rights for “TRUMP TV” across downloadable software, internet streaming, television broadcasting, and online news programming. The application encompasses services delivered through TV, websites, mobile apps, and digital networks, targeting streaming software for mobile phones and smart TVs, TV broadcasting services, internet broadcasting, and news content transmission.

The company also seeks to protect entertainment and educational programming focused on politics, business, and public affairs. The filing was made on an intent-to-use basis, indicating plans for commercial use in the future. USPTO records show the application falls under four international trademark classes and required a $1,400 fee.

The broad scope of the filing suggests potential expansion of the “TRUMP TV” brand as a media platform beyond a White House communication channel.

Trump TV Ownership Raises Questions About Government Use of the Brand

One of the most significant issues is that the trademark applicant is not the federal government. USPTO documents identify DTTM Operations LLC as the trademark owner. The company functions as the intellectual-property holding entity for the Trump Organization, managing trademark registrations related to the Trump brand.

Gerben emphasized that this distinction holds legal importance, as trademark ownership and use differ.

“For the White House or the Federal Government to use the ‘TRUMP TV’ trademark, a licensing agreement between the Trump Organization and the Government is required,” Gerben stated.

Regardless of trademark approval, Gerben noted the necessity of a licensing agreement. “Trump Org needs to secure a licensing agreement with the Federal Government, or the arrangement could create a ‘naked license,’ invalidating any claims Trump Org has to the trademark,” he remarked.

Timing of Filing Suggests Trump TV Was Created Quickly

“TRUMP TV: The Essentials Station” officially launched on September 21, but the trademark application was not filed until September 24. Traditionally, businesses file trademark applications before introducing new products or services to secure legal rights ahead of promotional activities.

Gerben observed this filing moved in the opposite direction. “The timing of the trademark filing suggests that ‘Trump TV’ was rushed into existence,” he noted. “Typically, a company would file a trademark in advance of a new product launch to protect the name before it is announced.”

He further explained the application likely came after realizing the White House channel could be an ongoing operation. “It shows that Trump Org realized it needed to protect ‘Trump TV’ if the White House was going to use the name for a real channel it was building,” Gerben commented.

Trump TV Launch Draws Scrutiny Amid Media Fight

The trademark application appears as critics and proponents evaluate the administration’s broader communications approach. Just days following the exclusion of CNN, MS NOW, and Politico from White House premises, U.S. District Judge Timothy James Kelly temporarily halted Trump’s ban, mandating the restoration of press credentials.

Judge Kelly’s temporary restraining order stops enforcement of the ban for 14 days while the legal challenge progresses, without conclusively resolving the lawsuit.

Democrats criticized “Trump TV,” labeling it government-controlled media. Senator Mark Kelly of Arizona pointed to its “state-run media” nature. California Governor Gavin Newsom condemned the initiative as “truly autocratic behavior from a failed President.”

The channel’s introduction occurred alongside growing criticisms of government-funded television ads supporting Trump’s agenda. Representative Rosa DeLauro of Connecticut, Senator Patty Murray of Washington state, Representative Steny Hoyer of Maryland, and Senator Jack Reed of Rhode Island, all Democrats, urged the withdrawal of one such ad from the air in a letter to White House Chief of Staff Susie Wiles, highlighting it as “the sort of government propaganda one might expect in North Korea.”

Critiques also stemmed from within Trump’s party. Senator Thom Tillis of North Carolina, not seeking reelection this year, criticized the advertisement as “inappropriate,” likening it to messaging seen from former Hungarian Prime Minister Viktor Orban.

Trump Personally Consented to the Filing

According to the filing, Trump personally granted consent for registering the trademark with his name. Federal law generally prohibits registering trademarks identifying living persons without written approval.

The filing states Trump’s consent is “of record.” Gerben mentions this part isn’t unusual. “This is a procedural requirement and something that has been done on every other TRUMP trademark filing,” he explained.

Nonetheless, the consent confirms Trump authorized his private company to pursue ownership of the brand name presently used for the White House channel.

What Happens Next

The application will now enter the USPTO examination process, typically lasting months before an examiner performs the initial review. Gerben notes the agency currently averages about five months to start assessing new trademark applications.

While the USPTO operates under the executive branch, Gerben emphasizes the intended independence of trademark examinations. “The President appoints the head of the USPTO. That said, the examination process is intended to be independent,” he stated.

A single examining attorney is randomly assigned to evaluate each application and decide if it meets federal trademark standards. Gerben avoided offering opinions on constitutional or ethics questions but noted that license agreements often require consideration between parties.

“While the Federal Government does not necessarily need to pay Trump Org a licensing fee, there is arguably value created for Trump Org by having the Office of the President promote a trademark that it owns,” he said.