Media giants NBC Universal and News Corp have revealed that they were going to call their online video joint venture Hulu, but Lulu the online custom book publisher is filing a trademark infringement lawsuit against Hulu in a US District Court.

In a statement, Lulu said that Hulu “as a result of their recent name and internet domain announcements, have intentionally attempted to create confusion in the marketplace. Hulu, in name, as a mark and in their business as a digital content distribution platform, represents a definitive encroachment. In addition to the conflict in business for digital video, Hulu's trademark filing, filed on August 22, 2007, identifies various products and services, many of which are related to, and even identical to, the services that Lulu provides under its Lulu marks.”

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