Looking at the whois, I'm surprised this name wasn't acquired by British Telecom (BT), the UK's main broadband infrastructure supplier, as their latest product is called BT INFINITY
BT have just tied up a $1.2 billion deal to show a third of English Premier League football games via the internet, and this, alongside a deal to consumers of around $40 a month for 76Mb broadband speeds and free landline calls, is offered under the Infinity Brand.
76 Mb is serious - almost the holy grail of 'superfast' connection speeds.
If the rest of the UK picks that or the other offerings, like Virgin Broadband 100Mb at a similar price, then the need for mast-based or satellite based broadcast/terrestrial TV will be severely reduced.
Costs for broadcast operators will tumble - which is exactly why BT are spending so much money on top ten programming to bring people to this new form television - via broadband.
And what does this mean for people here who are in the TV game?
We've seen it coming a long time as prices for .tv names have slowly edged upwards as acceptance of the extension has become normalised - but 76 to 100 Mb connection speeds will be a genuine tipping point for internet television.
Of course, the fact that the internet connections have now gone fibre optic is not because we all the need the extra capacity for boring old 'read-only' web pages. No. The network is being improved because the internet has become predominantly more televisual. Consumers are demanding a more 'gamey' and 'filmey' internet.
The internet is now the new TV - but whether .tv will be the chosen key is anyone's guess. But it does sound a good when you see what's happening!