.mnet

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Status:	Proposed
Registry Provider:	Afilias
Type:	Brand TLD
Priority #:	383 - Electronic Media Network Limited (M-Net)

.mnet is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is Electronic Media Network Limited (M-Net).

Application Details

The following is excerpted from the applicant's response to question #18:

"The applicant, Electronic Media Network Limited is a wholly owned subsidiary of Multichoice South Africa Holdings (Pty) Ltd. MultiChoice started as the subscriber management arm of M-Net, the analogue Pay-TV channel. Today it is the leading multichannel digital satellite television operator across the African continent. Its dynamic technology platform and varied bouquet of channels, built on a foundation of compelling premium entertainment, has seen MultiChoice grow its business across South Africa. We live in a world where information has become the key advantage. Today, information can travel anywhere, anytime, at great speed and in so many different ways - unlocking potential wherever it goes. MultiChoice constantly looks for innovative ways and push boundaries to deliver information and content that is not only entertaining, but informative.

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The proposed (.mnet) gTLD is a restricted, exclusively-controlled TLD that would serve the purpose of enhancing and expanding Electronic Media Network Limited (M-Net)’s ability to: • deliver product and service marketing⁄advertising; • enable marketing campaign activation; • facilitate interaction and communication with individuals and entities with whom Electronic Media Network Limited (M-Net) has a business relationship; • improve business operations; • simplify Internet user navigation to information about Electronic Media Network Limited (M-Net) products and services; and • provide an online environment which instills trust and engenders confidence in Electronic Media Network Limited (M-Net) and its affiliates."

String Confusion Objection

Verisign brought a String Confusion Objection against M-Net's application for .mnet, arguing that if M-Net were to change its business model in the future, it could cause confusion between .mnet and .net. Panelist Bruce Belding noted that .mnet would be targeted at consumers in South Africa, and that South African internet users are unlikely to be confused by the coexistence of the two domain names; therefore he ruled against Verisign's objection.