Reliance Jio and Disney+ Hotstar have transformed the digital landscape of entertainment in India. Together with cheaper data packs, it has tapped the country’s internet access, using the name JioHotstar very frequently and chalking up significant market shares in the streaming market. Recently though, controversy erupted over the future of the “jiohotstar.com” domain, which was said to have been sold to Jainam Jeevika, a developer based in Dubai.
Such a deal reflects the trend of the shift of border-to-border digital assets and the way domains of big brands are measured and taken care of. Jainam Jeevika moved toward a process of structured negotiations sealing the high-profile domain and opening new avenues for collaboration with businesses in Dubai.
However, legal implications burden the owner of a such domain. Reliance and Disney+ Hotstar separately own trademarks that would lead to a dispute over this domain in case it is abused. Companies can assert their brand identities across the web, and any misleading use of “jiohotstar.com” would attract lawsuits.
Dubai would be largely an attractive destination as a hub for tech and finance and will have much more attraction value for the digital ventures; the large population of expatriates and Indians in this case would be reached out with the localized content and targeted marketing strategies on the JioHotstar domain.
Since so many Indian domains are being acquired all over the world, the question of brand control and security of digital assets remains pertinent. The case of the transfer of the JioHotstar domain brings to the fore the need for brands to safeguard themselves in a more globalizing market.