Two New Zealand companies with
similar names to Telecom's newly announced internet
television venture, ShowmeTV, say resulting consumer
confusion will have "massive implications" on the growth of
The directors of Show TV, a direct-to-consumer advertiser,
and ShowMe, an online retailer, say neither brand has any
involvement with the telecommunications provider's new online
television business, which is expected to debut in the next
"After many phone calls and enquiries from people genuinely
confusing our company's marks and brands with Telecom's
proposed new venture we felt it necessary to take steps to
clarify the situation," said Darryl Clarke, a director of
Show TV and spokesman for the two brands.
"It was with huge surprise on Friday morning that we learnt
about this in the press. It has been distressing over the
weekend for our entire management team as we watch Telecom
move in on our well established brands."
Show Television, owned by importer and distributor Southern
Cross Promotions, promotes Show TV-branded products - such as
cookware and cooking accessories - direct to consumers via
television and consumer shows throughout Australasia.
Online retailer ShowMe specialises in the promotion of Show
TV-branded product on its website, showmeshop.co.nz, and is
50 per cent owned by Show Television.
"If you look at our Show TV and ShowMe trademarks alongside
Telecom's proposed ShowmeTV logo, it's extremely confusing
and raises serious questions about any IP [intellectual
property] and branding advice Telecom have received on this
project," said Clarke.
"The matter is now with our legal team. This is a very
serious situation and could have massive implications for the
future development of our growing business and brands."
A Telecom spokesman said the company had been aware of Show
TV and ShowMe's existence before Friday's ShowmeTV
"We have been following the appropriate processes for the use
of ShowmeTV as a trademark in relevant industry categories,"
"We do not believe customers will confuse a
shopping/promotional business with our internet TV offering.
Show Television Limited and ShowMe Limited approached us late
today on these matters and we look forward to discussing
these with them in due course."
Telecom also announced on Friday that it will change its name
to Spark later this year.
- by Christopher Adams
of the NZ Herald