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

Prototypical answer:

The goal of .broadway is to provide high quality, authentic information and online experiences for individuals interested in live theatre, musicals, Broadway, and other related concepts, topics and activities. The reputation of Broadway.com is well recognized as a single source for high quality access to tickets, content, information and programming related to live theatre around the globe. For example, The Broadway League, a trade organization, publishes an annual research report called “Who Goes to Broadway? The Demographics of the Broadway Audience 2010-2011 Season.” For several years, theater goers in NY and coming to NY, rate Broadway.com as the number one destination for live theater information. Coupled with a high level of service to its customers, Broadway.com is highly regarded as the single most trusted source for Broadway and live theatre entertainment information.

Internet users will benefit because .broadway will provide an enhanced online experience from the existing broadway.com through its ability to build more personalized experiences for internet users and provide greater control over the domain as a registry operator. Additionally, new communities can be identified and formed to connect internet users with others interested in theatre, Broadway and entertainment internationally.

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

.broadway will provide users who navigate within .broadway privacy protection similar to what is currently provided on broadway.com. .broadway 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.

.broadway will further benefit internet users by creating additional opportunities to strengthen the consistency of the delivery of the .broadway brand. It will enhance brand consistency by creating numerous subdomains under the .broadway TLD that have not been available under the existing top level domain namespace. Further, the .broadway 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 KBE’s broadway brand).

Similar gTLD applications: (1)