Editing Generic top-level domain (section)

=== New top-level domains ===
The introduction of several generic top-level domains over the years had not stopped the demand for more gTLDs; ICANN received many proposals for the establishment of new top-level domains.<ref>{{cite web|url=https://www.icann.org/dnso/new-gtlds-01apr00.htm|publisher=ICANN|title=Names Council Solicitation of Comments for Consideration of New Generic Top-Level Domains|date=April 1, 2000}}</ref> Proponents argued for a variety of models, ranging from adoption of policies for unrestricted gTLDs (see above) to chartered gTLDs for specialized uses by specialized organizations.

In 2008, a new initiative foresaw a stringent application process for new domains, adhering to a restricted naming policy for ''open gTLDs'', ''community-based'' domains, and [[internationalized domain name]]s (IDNs).<ref name="guidebook">{{cite web
|url=https://archive.icann.org/en/topics/new-gtlds/draft-rfp-24oct08-en.pdf
|title=New gTLD Program: Draft Applicant Guidebook (Draft RFP)
|publisher=ICANN|date=October 24, 2008}}</ref> According to a guidebook published by ICANN,<ref name="guidebook" /> a ''community-based gTLD'' is "a gTLD that is operated for the benefit of a defined community consisting of a restricted population." All other domains fall under the category ''open gTLD'', which "is one that can be used for any purpose consistent with the requirements of the application and evaluation criteria, and with the registry agreement. An open gTLD may or may not have a formal relationship with an exclusive registrant or user population. It may or may not employ eligibility or use restrictions."

The establishment of new gTLDs under this program required the management of registrar relationships, the operation of a [[domain registry]], and demonstration of technical (as well as financial) capacity for such operations.

A fourth version of the draft applicant guidebook (DAG4) was published in May 2011.<ref>{{cite web|url=https://www.icann.org/en/topics/new-gtlds/comments-7-en.htm|title=May 2011 New gTLD Applicant Guidebook|publisher=Icann.org|access-date=2013-10-24}}</ref> On June 20, 2011, ICANN's board voted to end most restrictions on the creation of generic top-level domain names (gTLDs) – at which time 22 gTLDs were available.<ref name="VOA">[https://www.voanews.com/a/new-internet-name-rule-opens-door-to-huge-changes-124180874/141045.html New Internet Name Rule Opens Door to Huge Changes.] [[Voice of America]], June 20, 2011. Accessed June 20, 2011</ref><ref name="AP">[https://news.yahoo.com/s/ap/20110620/ap_on_hi_te/as_internet_domain_names;_ylt=Arq2MV_LZjTuVPrs9JafjPJ34T0D;_ylu=X3oDMTJ0OGxxanN2BGFzc2V0A2FwLzIwMTEwNjIwL2FzX2ludGVybmV0X2RvbWFpbl9uYW1lcwRwb3MDNQRzZWMDeW5fYXJ0aWNsZV9zdW1tYXJ5X2xpc3QEc2xrA2ludGVybmV0bWluZA-- Internet minders OK vast expansion of domain names], [[Associated Press]], June 20, 2011. Accessed June 20, 2011</ref> Companies and organizations would be able to choose essentially arbitrary top-level Internet domains. The use of non-Latin characters (such as Cyrillic, Arabic, Chinese, etc.) would also be allowed in gTLDs. ICANN began accepting applications for new gTLDs on January 12, 2012.<ref name="VOA" /> A survey by registrar Melbourne IT considered entertainment and financial services brands most likely to apply for new gTLDs for their brands.<ref name="Managing Internet IP">[http://www.managingip.com/Article/2851692/News-In-Brief-Internet-IP/Who-will-apply-for-brand-gTLDs.html Who will apply for gTLDs], Managing Internet IP, June 21, 2011.</ref> The initial price to apply for a new gTLD was $185,000.<ref name="AP" /> ICANN expected that the first batch of new gTLDs would be operational by September 2013.<ref>{{cite web|url=http://domainincite.com/13304-the-official-unrealistic-go-live-date-for-new-gtlds-is-september-28 |title=The official (unrealistic) go-live date for new gTLDs is September 28 &#124; DomainIncite – Domain Name News & Opinion |publisher=DomainIncite |date=2013-06-06 |access-date=2013-10-24}}</ref> ICANN expected the new rules to significantly change the face of the internet. Peter Thrush, chairman of ICANN's board of directors, stated after the vote: "Today's decision will usher in a new internet age. We have provided a platform for the next generation of creativity and inspiration. Unless there is a good reason to restrain it, innovation should be allowed to run free."<ref>{{cite news|author=Charles Arthur |url=https://www.theguardian.com/technology/2011/jun/20/icann-domains-expansion-annnounced |title=Icann announces huge expansion of web domain names from 2012 &#124; Technology |publisher=theguardian.com |date= 20 June 2011|access-date=2013-10-24 |location=London}}</ref>
Industry analysts predicted 500–1000 new gTLDs,<ref name="AP" /> mostly reflecting names of companies and products, but also cities, and generic names like ''bank'' and ''sport''. According to Theo Hnarakis, chief executive of [[Melbourne IT]], the decision would "allow corporations to better take control of their brands. For example, ''apple'' or ''ipad'' would take customers right to those products."<ref name="AP" /> In agreement, Nick Wood, Managing Director of Valideus, suggested "Your own gTLD demonstrates confidence and vision and may accelerate your brand and its value. An internet address at the Top Level is far better than registration at the 'low rent' Second Level."<ref>{{cite web |url=http://www.iprinfo.com/julkaisut/iprinfo-lehti/lehtiarkisto/2009/IPRinfo_2-2009/fi_FI/Dot_Confusion__ICANN_is_Planning_Hundreds_of_New_gTLDs/ |title=IPR University Center : Dot Confusion – ICANN is Planning Hundreds of New gTLDs |publisher=Iprinfo.com |access-date=2013-10-24 |archive-url=https://web.archive.org/web/20131029195317/http://www.iprinfo.com/julkaisut/iprinfo-lehti/lehtiarkisto/2009/IPRinfo_2-2009/fi_FI/Dot_Confusion__ICANN_is_Planning_Hundreds_of_New_gTLDs/ |archive-date=October 29, 2013 |url-status=dead }}</ref> However, some companies, like Pepsi, ruled out a branded gTLD.<ref>{{cite news | title = Pepsi rules out .brand gTLD | date = June 21, 2011 | url = http://www.managingip.com/Article/2851739/News-In-Brief-Internet-IP/Pepsi-rules-out-brand-gTLD.html | work = Managing Internet IP | access-date = 2011-07-28 |url-access=subscription }}</ref>