Lord Sugar's YouView being sued in attempt to stop it using name

Total, a Gloucestershire-based telecoms company, is suing Lord Alan Sugar's YouView TV service over trademark infringement.

Launched with much pomp earlier this year, YouView's name is now under threat after a local telecoms company issued High Court proceedings against its use of a name that it claims infringes its trademark. 

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Total registered the name YourView for its online services in June 2009.

Apprentice star and entrepreneur Lord Alan Sugar is chairman of YouView.

The High Court has previously ruled in favour of YourView, stating that the two names were "confusingly similar". Earlier this month YouView unsuccessfully appealed the decision.

YouView, a Freeview and catch-up TV service backed by the BBC, ITV, Channel 4, Five and others, has stated it has "no intention" of changing its name. 

A representative said: "This matter is complex and subject to a number of on-going legal actions and will be settled in the courts."

The escalation of the situation now sees Total suing YouView for infringing upon a trademark it registered in 2009. Total said it was seeking "financial relief" as well as an order to stop the catch-up TV service from using the name YouView.

Stuart Baikie, managing director of Total said YouView's actions had left it few options.

He 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."