IRISH firms are fighting to register the first pan-European Union internet domain names. Earlier this year the European commission, after tortured negotiations lasting six years, finally reached agreement on the introduction of the pan-European domain name, “.eu”. Companies all over the continent are now gearing up for the introduction of the so-called “sunrise period”, a four-month window during which registration of the new address will be limited to public companies and holders of trademarks. The move is designed to prevent cybersquatters scooping up names.

IE Internet, which as yet is the only official Irish registrar of new “.eu” internet domain names, says it has received thousands of applications ahead of the sunrise period, which is expected to start in October.

The floodgates are not expected to open for other entrepreneurial types until early next year, which is when the real land grab is expected to begin.

The new domain does not prevent companies from maintaining their national identities, but is a huge step forward in Europe’s battle to counteract America’s “.com” dominance.

SMS txt gr8 4 TV revenue

The impact of text messaging on programmes such as You’re a Star and Big Brother may be obvious to broadcasters, but a new report from McKinsey claims that advertisers need to be more aware of the potential benefits of interactive television.

Viewers who use their mobile phones to interact with television shows are more likely to tune in again and to tell friends about the programmes, generating higher ratings and advertising revenues. This added interest can increase ratings by as much as 20% for mainstream shows and 100% for niche ones.

McKinsey asked 124 ad executives from 39 companies across Europe whether they would be willing to spend more on channels offering this type of growth through technology such as SMS. More than half said they would, adding that almost a third of the spending would represent new investment.

The consultants claim that Europe is ahead of other markets in experimenting with SMS-TV, adding €400m to the revenues of broadcasters, mobile carriers, and technology providers in 2003.

Irish Times needs regional scoop

Maeve Donovan enjoyed the proverbial “baptism of fire” when she took over as managing director of The Irish Times in early 2002, but is now determined to launch the company in a new direction.

The presence of The Irish Times among the final bidders for the Leinster Leader newspaper group is testament to Donovan’s ambition.

The Irish Times is famously conservative when it comes to moving beyond its well-defined market, so bidding more than €90m for a regional operator is a serious statement of intent. Independent News & Media, its main rival and a longtime owner of regional titles, has shown how profitable they can be.

If directors at The Irish Times harbour ambitions to dismantle the trust that controls the business and make it attractive to investors, it desperately needs to add this regional string to its Dublin-centred bow.

But with the acquisitive Johnston Press still in the picture, The Irish Times may not have the firepower to go all the way.

Baileys in hunt for creme de la creme

R&A Bailey is running a beauty contest with a difference. The winner of this pageant must have good legs, a good-shaped back and, here’s the clincher, well-proportioned udders. Yes, it’s that time of the year when the manufacturer of the world’s favourite cream liqueur, and the sixth most popular spirit on the planet, starts its search for the best dairy cow in the country.

Baileys uses 50m gallons of milk a year from 40,000 Irish cows and, together with joint sponsor Glanbia Virginia, has put up a prize fund of €8,000 for the winner. Now in its 22nd year, this is one of the longest-running sponsorships in the country.

The winner must be capable of producing 1,500-1,600 gallons of milk a year (500kg of butterfat and protein); the equivalent of 11,000 litres of milk from one cow. What a cattle market.