BCE Trademarks Crave TV Ahead of Streaming Service Debut

BCE Inc., Canada’s largest telecommunications company, has registered a series of trademarks using the name “Crave” ahead of the introduction of its new online streaming service.

A numbered corporation registered to a BCE executive, Maria Margiotta, took out trademarks on names including Crave TV, Crave Movies, Crave Sports, Crave News and Crave Kids in October. The trademarks are for “subscription video on demand” services, according to the filings.

BCE, known by its brand name Bell, sent out an invitation today to a Dec. 3 webcast that will showcase the full details of a TV-streaming service codenamed “Project Latte,” which was first announced in October. Rogers Communications Inc. made its own subscription streaming service called shomi available to customers last month. Both companies are introducing the online offerings as more customers get rid of traditional cable in favor of Internet-delivered TV like Netflix Inc.

Scott Henderson, a spokesman for Bell, declined to comment on the Crave trademarks. Margiotta, reached today by phone, said she’s involved with registering trademarks for the company. She declined to comment on the Crave trademarks.

BCE has already signed a distribution agreement with Telus Corp. and plans to make “Project Latte” available to all TV providers, according to a Nov. 5 statement.

The account registered to Margiotta also formalized trademarks for Rafale and Binge TV earlier in the year.

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