18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

Prototypical answer:

The goal of .cookingchannel is to provide high quality, authentic programming, information and online experiences for individuals interested in cooking, restaurants, food, kitchen, home life, lifestyle, and other related concepts, topics and activities. The reputation of SNI’s Cooking Channel is well recognized as a single source for high quality cooking instruction, recipes, entertainment, education and tips and tools to be a better cook and to enjoy food and home life. The level of service to its customers is highly regarded as the single most trusted source for fun and interesting edutainment for food and cooking.

Internet users will benefit because .cookingchannel will provide an enhanced online experience from the existing Cookingchannel.com through its ability to build more personalized experiences for internet users and provide greater control over the domain as a registry operator.

.cookingchannel intends to function, per the ICANN-Registry Operator Registry Agreement, as a Specification 9 exempt system and the Applicant will carefully monitor and safeguard the user experience to provide users confidence that they have found the well-known, famous brand, the Cooking Channel, and can be certain that users will find the high quality content, information and experiences associated with the Cooking Channel they know and trust. For new users, they will quickly come to recognize that the brand Cooking Channel stands for authentic, high quality, trusted sources for cooking instruction, entertainment, experiences, products and services.

.cookingchannel will provide users who navigate within .cookingchannel privacy protection similar to what is currently provided on Cookingchannel.com. The Applicant will annually review and audit these policies to ensure that all best practices are being utilized to protect the safety, security and confidentiality of its users.

.cookingchannel will further benefit internet users by creating additional opportunities to strengthen the consistency of the delivery of the Cooking Channel brand. It will enhance the Cooking Channel brand consistency by creating numerous subdomains under the .cookingchannel TLD that have not been available under the existing top level domain namespace. Further, the .cookingchannel TLD creates the possibility that these to-be-created subdomains will be more precisely targeted to internet users that will use them, more focused on content associated with the TLD under which they will reside, and more relevant to the TLD (i.e., there will be an increased nexus between the TLD utilized and the content, information and experiences associated with the Cooking Channel).

Similar gTLD applications: (1)