Trump company files for ownership of White House’s “Trump TV”
President Donald Trump‘s private company has filed a federal trademark application seeking ownership of the name “TRUMP TV,” just three days after the White House launched a 24-hour streaming channel under the same brand.
The move could affect how the White House uses the channel’s name going forward and could ultimately require a licensing arrangement between the federal government and the Trump Organization.
The United States Patent and Trademark Office (USPTO) records show the application was filed September 24 by DTTM Operations LLC, the entity that manages trademarks associated with the Trump brand.
Trademark attorney Josh Gerben, who first identified the filing in federal records, said the situation appears to be unprecedented.
“It is likely the first time in United States history that this has happened,” Gerben told Newsweek.
The application seeks trademark protection for “TRUMP TV” across television broadcasting, streaming services, mobile applications and news programming. According to the filing, the proposed services would include content focused on politics, business, current events and international affairs.
The filing comes amid an escalating confrontation between the White House and major news organizations. This past week, the administration barred CNN, MS NOW and Politico reporters from White House grounds due to their reporting of “fake news,” prompting litigation and major television networks to suspend participation in the White House television press pool. The White House subsequently launched “TRUMP TV: The Essentials Station,” a 24-hour channel dedicated to presidential speeches, appearances and administration content.
Newsweek has reached out to the White House and DTTM Operations LLC via email for comment.
Trump TV Trademark Filing Covers Television, Streaming and Mobile Apps
Federal records show DTTM Operations LLC is seeking rights to use the name across downloadable software, internet streaming, television broadcasting and online news programming.
The filing covers services delivered through television, websites, mobile applications and digital networks.
The categories include streaming software for mobile phones and smart TVs, television broadcasting services, internet broadcasting, and transmission of news content and current-events programming. The company also seeks protection for entertainment and educational programming focused on politics, business and public affairs.
The filing was submitted on an intent-to-use basis, meaning DTTM Operations has indicated plans to use the mark commercially in the future. USPTO records show the application covers four international trademark classes and was filed with a $1,400 fee.
The breadth of the filing suggests that the Trump Organization may envision the brand as more than a White House communications channel, potentially expanding into a broader media platform spanning multiple technologies and formats.
Trump TV Ownership Raises Questions About Government Use of the Brand
One of the most significant aspects of the case is that the applicant is not the federal government.
USPTO records identify DTTM Operations LLC as the trademark owner. The company serves as the Trump Organization’s intellectual-property holding entity and controls trademark registrations connected to the Trump brand.
Gerben said that distinction has legal significance because trademark ownership and use are not necessarily the same.
“For the White House or the Federal Government to use the ‘TRUMP TV’ trademark, a licensing agreement between the Trump Organization and the Government is required,” he said.
According to Gerben, the issue exists regardless of whether the trademark has already been approved.
“Trump Org needs to secure a licensing agreement with the Federal Government, or the arrangement could create a ‘naked license,’ which would invalidate any claims Trump Org has to the trademark,” he said. “Therefore, from a legal perspective, it would not surprise me if a licensing agreement were already in place.”
Timing of Filing Suggests Trump TV Was Created Quickly
The White House formally launched “TRUMP TV: The Essentials Station” on September 21. According to USPTO records, the trademark application was not filed until September 24.
In traditional brand development, companies often file trademark applications before publicly unveiling a new product or service. That sequence helps businesses secure legal rights before investing in promotion and marketing.
Gerben said this filing appeared to move in the opposite direction.
“The timing of the trademark filing suggests that ‘Trump TV’ was rushed into existence,” he said. “Typically, a company would file a trademark in advance of a new product launch to protect the name before it is announced.”
Instead, Gerben said, the application appears to have been filed after administration officials realized the White House channel could become an ongoing operation.
“It shows that Trump Org realized it needed to protect ‘Trump TV’ if the White House was actually going to use the name for a real channel it was building,” he said.
Trump TV Launch Draws Scrutiny Amid Media Fight
The trademark filing arrives as critics and supporters debate the administration’s expanding communications strategy.
Days after barring CNN, MS NOW and Politico from White House grounds, U.S. District Judge Timothy James Kelly, who was appointed by Trump during his first term, temporarily blocked Trump’s ban on the outlets, ordering the administration to immediately restore their White House press credentials.
Kelly’s temporary restraining order prevents officials from enforcing the ban for 14 days while the outlets’ legal challenge proceeds. The order, however, does not finally resolve the lawsuit.
Meanwhile, Democrats criticized “Trump TV,” with some characterizing the channel as government-controlled media. Senator Mark Kelly of Arizona, described the venture as “state-run media,” while California Governor Gavin Newsom called it “truly autocratic behavior from a failed President.”
The channel’s debut also coincided with growing criticism of government-funded television advertisements promoting Trump’s agenda. Representative Rosa DeLauro of Connecticut, Senator Patty Murray of Washington state, Representative Steny Hoyer of Maryland, and Senator Jack Reed of Rhode Island, all Democrats, called for one of the ads to be pulled from the air in a letter to White House chief of staff Susie Wiles, describing it as “the sort of government propaganda one might expect in North Korea.”
Criticism also came from within Trump’s own party. Senator Thom Tillis, a North Carolina Republican who is not seeking reelection this year, called the advertisement “inappropriate” and compared it to messaging he would expect from former Hungarian Prime Minister Viktor Orban.
Trump Personally Consented to the Filing
Per the filing, Trump personally consented to registering the trademark bearing his name. Federal law generally prohibits registering trademarks that identify a living individual without that person’s written approval.
The filing states that Trump’s consent is “of record.”
Gerben said that aspect of the filing shouldn’t be viewed as unusual.
“This is a procedural requirement and something that has been done on every other TRUMP trademark filing,” he said.
Still, the consent confirms that the president authorized his private company to pursue ownership of the brand name currently being used for the White House channel.
What Happens Next
The application will now enter the USPTO examination process, which typically takes months before an examiner conducts the first substantive review.
Gerben said the agency currently takes about five months to begin examining newly filed trademark applications.
While the USPTO falls within the executive branch, Gerben emphasized that trademark examinations are intended to operate independently.
“The President appoints the head of the USPTO. That said, the examination process is intended to be independent,” he said.
According to Gerben, a single examining attorney is randomly assigned to review each application and determine whether it satisfies federal trademark requirements.
Gerben said he is not a constitutional or ethics expert and declined to offer opinions on those questions. However, he noted that trademark licensing agreements generally require some form of consideration between the parties.
“While the Federal Government does not necessarily need to pay Trump Org a licensing fee, there is arguably value created for Trump Org by having the Office of the President promote a trademark that it owns,” he said.
Newsweek’s reporters and editors used Martyn, our AI assistant, to produce this story. Learn more about Martyn here.
Contact Newsweek editors for this story: Steve Mollman and Anthony Murray.
