It’s not surprising that Hallmark Licensing, LLC, the company behind the iconic Hallmark brand, would want to have the Hallmark.TV domain name. In addition to owning various Hallmark-related entities, Hallmark Licensing operates the Hallmark Channel, and it uses the brand match HallmarkChannel.com domain name for this line of business. It may not need Hallmark.TV, but I am sure the company would want to own the domain name.
Hallmark Licensing, LLC opted to file a UDRP complaint to take possession of Hallmark.TV. The decision was published today, and while Hallmark Licensing prevailed, the rationale for why the company prevailed is upsetting to me.