Agency weighs up value of '.london' domain for promoting capital

London & Partners may apply for a 10-year Icann licence

London's official promotional agency has declared an interest in operating the new ".london" generic top level domain (gTLD).

The news comes after a panel session last week that saw attendees criticise the application process for Icann's new domain names as too expensive.

London & Partners, which works with the Mayor of London, will look at whether ".london" would benefit the capital.

The initial analysis will assess how much it will cost and whether there is interest from commercial organisations, brands and London boroughs in second-level ".london" domains that the Mayor of London will effectively sublet.

Money made from companies that buy the domain name ".london" would be put back into promoting the city, according to London & Partners.

"London has always been a city that leads on digital innovation and our interest in applying for .London demonstrates our commitment to maintaining this position," said a spokesperson from the company.

However, the initial outlay would be significant, as the panel session highlighted last week.

At the session, Icann CEO Rod Beckstrom conceded that the application process for a 10-year licence could cost as much as $500,000.

Online applications for new gTLDs can be made to Icann between 12 January and 12 April 2012.