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Conflict looms over possible “AM” name for TEN project

Can TEN call its rumoured breakfast show "AM" if the name hasn't been trademarked by ABC Radio?

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Following speculation that TEN may be considering a new breakfast programme from 6-9am, today The Australian reports that the tentative name “AM” may cause some legal stoushes because it is used by ABC Radio.

But ABC has not registered the name as a trademark with IP Australia.

Trademarked programme names include Today Tonight on the Seven Network, Nine’s 60 Minutes and TEN’s MasterChef.

“The ABC would have to persuade a judge that members of the public seeing an AM television program would make some connection to the AM radio program,” said Peter Hallett, director of Watermark IP Lawyers.

In 1988, Seven ran a business breakfast program called TV AM.

At this stage neither the programme, nor any name, is confirmed.

An ABC spokeswoman said the network would not comment until a program launched.

27 Responses

  3. How about the 7am project. Have a bunch of lowbrows, nobrows and network misfits sit around churning out left wing drivel. Sounds so familiar…

  4. Agree with many here who like GMA or The Early Show and I probably prefer the latter.
    Also consider the UK brekky shows for inspiration: TVAM; R.I.S.E; Daybreak; BBC Breakfast (TEN Breakfast?).
    I wonder if Seven registered TVAM?
    I assume it’s the youth demographic will they will go after – unless they are planning to target hard-core news junkies who are only serviced by ABC Breakfast and Sky News. If they capture enough of those viewers, then that could be attractive to advertisers looking for AB viewers rather than Grocery Buyers (or whatever titles those demos are referred by currently).

  5. Will it be better than Sunrise or Today. If so I would be tuning into the lovely Sandra Sully (hopefully) and Ron Wilson who I’ll tip will be the hosts.

  8. Doesn’t matter whether you call it a silk purse or a sows ear….it is the makeup of the show …..content…..presenters…..that will make or break.

  9. “AM” is probably just a working title anyway… these sort of things often get changed by the time the show comes to fruition.

    But not another GMA please! We’ve had two already… surely we can be a bit more creative than a name like “AM” or re-using one that’s been done twice already.

  11. Good suggestions! Though I still feel that there’s no need for 10 to have a morning show. I think there should be something different for those who don’t want to watch a breakie show so to speak!

  13. While GMA sounds easier to go with. It’s from the past, it has various history to it, which includes KAK as a host of it, and Bert Newton is in the mix there somewhere as well. I wouldn’t restart that brand name again at all, especially for a new show kicking off in say 2012 on TEN. New show, new name, fresh start.

    The ABC situation aside, AM seems far too simple a title to go with. Not that the choice of Sunrise or Today was rocket science. I just hope it chooses to be different to Sunrise or Today, and are wanting to raise the bar higher than those.

  19. I doubt Lachlan will want the Murdoch name associated with yet another controversy when they are already being perceived as bully boys.

  21. Both Channel 10 and Channel 7 have run programs called “The Morning Show” – (Seven still do) – whilst the name was long used by BTV6 Ballarat from the early 80’s through until 1991 for a morning program hosted by Jenny Tudor and later Fred Fargher.

    Rightly or wrongly, these things happen.

    However, AM is a name the ABC have used for over 40 years, and deserves some respect from Ten, let alone legal protection.

  25. Why not just call it Good Morning Australia?

    It’s a well known brand name – had 2 very successful and long running stints in Sydney/Melbourne, so I think it makes sense to call it that.

    If they get the right hosts and a good mix of news and entertainment it could work very well.

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