YouView, the UK Internet TV provider has been sued for trademark infringement in a row about its name.

According to the BBC, (a member of the joint venture which also includes BT, ITV and others), a company in Gloucestershire, England, had registered the name YourView back in July.

The High Court upheld a ruling that the name was ‘confusingly similar’, however YouView is sticking to its guns and says it has “no intention of changing its name”.

Apparently YourView was registered by Total nine months before the YouView name was registered. YourView from Total is an online portal for its customers.

yourview 730x389 UK Internet TV service YouView sued in naming row with YourView

The BBC reports that Total’s managing director Stuart Baikie said:

“Despite the recent vindication of our position in the appeal proceedings we believe that YouView has continued to act without regard to our registered mark and business interests. We have had no choice but to issue infringement proceedings and we are confident of success.”

Total wants an injunction to prevent YouView from using the name as well as a financial settlement. Ouch.

The YouView project was announced in September 2010. Back then it was known as ‘Canvas’. Last summer it finally arrived for public consumption after facing many delays. YouView players deliver 70 digital channels from Freeview, the last 7 day’s catch up, plus series recording and thousands of programmes on demand. We have a more detailed review here.

To get the ball rolling, YouView has pushed its service though national advertising campaigns and the price has come down from £299 to £248.

With so many years and money invested in getting this service into homes around the UK, it’s no wonder YouView is holding its ground. Technically it seems that the original trademark was filed by Total first, but it looks as though it might have a battle on its hands to get the injunction and money it is asking for.