TRADEMARK TV

RECENTLY, WORD GOT OUT THAT NBC WAS PLANNING TO TRADEMARK THE PHRASE MUST SEE TV AND LICENSE IT FOR USE ON A WHOLE RAFT LOAD OF PRODUCTS.

ACCORDING TO THE WALL STREET JOURNAL MANY OF THE LICENSING ARRANGEMENTS WILL ACTUALLY INVOLVE THE USE OF PHRASES THAT ARE VARIATIONS OF MUST SEE TV.

THESE INCLUDE, MUST CHAR DOGS (BARBECUE EQUIPMENT), MUST SAW LOGS (SHEETS), MUST HOG SOFA DOG (COLLARS) AND MUST BROWN-NOSE (CASUAL WORK CLOTHES).

THE PEOPLE AT NBC HAVE AN AMAZING SENCE OF HUMOR.

OBVIOUSLY, THE NETWORK IS UNDERTAKING THIS MARKETING GAMBIT BECAUSE IT VIEWS MUST SEE TV AS SOMETHING DISTINCT AND MEMORIBLE, LIKE COKE IS THE REAL THING, BURGER KING HAVE IT YOUR WAY OR NIKE JUST DO IT.

BUT, NBC HARDLY HAS A MONOPOLY ON PERSONALIZED CATCHPHARSES.

SO, WHAT IS TO PREVENT CBS FROM SETTING LICENSING DEALS WITH COMPANIES SELLING PRODUCTS RANGING FROM WELCOME HOME BEER TO WELCOME HOME BASEBALL JERSEYS.

BEFORE LONG, THIS THING COULD GET CONPLETELY OUT OF HAND.

PBS ALWAYS LOOKING OUT FOR A FAST BUCK MIGHT SOON START LICENSING OUT A VERIATION OF IT'S SLOGAN, IF PBS DOESN'T DO IT WHO WILL ? TO ALL KINDS OF COMMERCIAL ENTERPRISE'S.

DITTO LIFETIME CHANNEL'S LIFETIME TELEVISION FOR WOMEN COULD EASILY BE TRADE-MARKED AND LICENSED TO PRODUCTS LIKE PERFUME FOR WOMEN, CARS FOR WOMEN, CHEAP BEER FOR WOMEN.

ITS CERTAINLY CATCHY.

ANOTHER COMMERCIAL VENTURE SEEKING TO TRADE ON A UNIQUE TV IMAGE IS THE CASINO MAX BAER JR. IS HOPEING TO BUILD IN RENO NEVADA.

BAER, WHO PLAYED THE LUNKHEADED JETHRO BODINE ON THE BEVERLY HILBILLIES IN THE 1960'S HAS ANNOUNCED PLANS TO BUILD A COMPLEX CALLED JETHRO'S BEVERLY HILBILLIES MANSION AND CASINO, WHICH INCLUDES GRANNY'S SHOTGUN WEDDING CHAPEL AND RESTAURANTS WITH NAMES, LIKE GRANNY'S VICTUALS, JETHRO'S ALL YOU CAN ET BUFFET AND DRYSDALE'S FANCY EATINS FOR THE RICHINS.

IF BAER'S UNDERTAKING IS A SUCCESS, MANY SIMILAR VENTURES COULD BE ON THE WAY.

PLENTY OF US WOULD WELCOME A GET SMART CASINO WHERE NOTHING WORKS AS IT SHOULD AND ALL THE EMPLOYEES ARE DIMWITS.

AN F TROOP CASINO WOULD BE EQUALLY RECEIVED.

AND HOW MANY MEN WOULD SAY NO TO A CHARLIES ANGELS CASINO AND RESTAURANT, WHERE THE FEMALE EMPLOYEES WEAR REALLY BIG..., BIG..., BIG HAIR; AND VERY LITTLE ELSE ?

MY FAVORITE TOURIST DESTINATION IS A RESTAURANT AND CASINO SIMPLY CALLED SAJAK'S.

HERE, ALL THE RESTAURANTS WOULD BE NAMED AFTER A FAILED TALK-SHOW HOST.

FIRST WOULD BE MAKING WHOOPI.

THEN JOAN RIVERS RUNS THROUGH IT.

A FEW FEET DOWN THE HALL WOULD BE THE CHEVY CHASE LOUNGE, AND ARSENIO'S HALL AND OF COURSE, GOOD VIBE.

AT SOME POINT, SAJAK'S MAY ADD SOME NEW RESTAURANTS.

BASED ON WHAT I'VE SEEN SO FAR, MAGIC CHEF LOOKS LIKE A STRONG POSSIBILTY.