A Tauranga-based online shopping company are taking legal advice over Telecom's announcement of its new ShowmeTV internet television business.

The Papamoa-based Show TV and ShowMe are being contacted by people confused about similarities in branding, says ShowTV director Darryl Clarke in a statement.

The Papamoa offices of ShowTV.

The top two logos belong to Papamoa-based Show TV and ShowMe – the bottom is Telecom's proposed ShowmeTV logo.

"It was with huge surprise on Friday morning that we learnt about this in the press,” says Darryl.

'It has been distressing over the weekend for our entire management team as we watch Telecom move in on our well established brands.

"If you look at our Show TV and ShowMe trademarks alongside Telecom's proposed ShowmeTV logo, it's extremely confusing and raises serious questions about any IP (intellectual property) and branding advice Telecom have received on this project.”

Darryl says the matter is being looked at by the company's legal team.

'This is a very serious situation and could have massive implications for the future development of our growing business and brands,” says Darryl.

Show Television Ltd is the television, production and online marketing arm of importer/retailer Southern Cross Promotions Ltd, owner of the registered trade mark "Show TV".

Southern Cross Promotions Ltd, established in 2005, import and promote Show TV branded product direct to the consumer at over 100 consumer shows throughout Australasia.

ShowTV advertising equates to more than 270 hours of network television advertising in New Zealand. The group of companies employ more than 70 full time and contractor staff.

ShowMe Ltd is an online retailer, specialising in the promotion of Show TV branded product and owner of the registered trade mark "ShowMe".

ShowMe Ltd is 50 per cent owned by Show Television Ltd and its retail website www.showmeshop.co.nz offers more than 7000 products to Kiwi shoppers online.

SunLive is currently awaiting a response from Telecom.