Of course it can! This is perfectly illustrated by the example of the TV series “Grey’s Anatomy”.
“Grey’s Anatomy” is now more than just the name of a popular medical drama. It is also a recognisable brand that can be protected as a trade mark and function beyond the screen itself.
Disney Enterprises, Inc. has registered the trademark “GREY’S ANATOMY” in the United States for, amongst other things, clothing, lab coats and medical scrubs; interestingly, medical clothing bearing the “Grey’s Anatomy” name is actually available on the market.
This is a good example of how IP protection in the entertainment industry goes beyond copyright. Copyright protects, amongst other things, the creative elements of a TV series, such as the script or specific characters, whilst a trade mark can protect the name, logo or other symbols that audiences associate with a particular brand.
The stronger the TV series’ brand, the greater the importance of such protection in relation to merchandising, licensing or the launch of new products; that is why it is worth ensuring that intellectual property rights are protected!
