Today, a trademark application in Australia which looks to be for a video-on-demand service from Microsoft yet to be identified has been made available publically. Trademark application #1176435 lodged on May 16 2007 contains an emblem design featuring “arrowheads diverging from disc” which also contains references to a video-on-demand service over internet. The classification provided are as follows:Class: 9 Computer software for delivery of broadcast-quality video and television programming over broadband, cable, satellite and wireless networks; computer software for providing video-on-demand services; downloadable films and TV programs provided via video-on-demand; computer software for transmitting personal photos, video and music over broadband, cable, satellite and wireless networks; computer software for digital video recording; and computer software for providing a programming guide to display available video and television broadcasts and downloads.
Class: 38 Broadcasting services, providing video and television programming over broadband, cable, satellite and wireless networks; and video-on-demand services via broadband networks.
Class: 41 Entertainment services; providing information concerning television and video programming; providing online user guides featuring information on television and video programs available over broadband, cable, satellite and wireless networks and available via video-on-demand services; provision of non-downloadable films and TV programs via a video-on-demand service; and distribution of television shows, movies and videos for others.
Points to note, the classifications specifically suggest broadcast-quality video, which rules out a YouTube-style video service; downloadable films and TV programs, leads me to think of the iTunes video store; and also personal photos, video and music, a “create-your-own-TV” channel perhaps? If it delivers everything these classifications suggests it would, then Microsoft is on the right track to give the VOD market a little shake.
Currently, Microsoft has an IPTV solution on the market ingeniously named Microsoft TV. However, Microsoft TV already has an existing trademark and logo design which suggests this could be a variation of the same service or an entirely different service all-together. Maybe we’ll see a new video-on-demand service similar to Joost from Microsoft this week. Keep your eyes glued.
Thanks to Long Zheng from 
