I doubt it'll be releasing in the UK as iTV, as ITV owns the trademark and has done since forever. The confusion will be great enough that ITV could easily get

I doubt it'll be releasing in the UK as iTV, as ITV owns the trademark and has done since forever. The confusion will be great enough that ITV could easily get an injunction in place to prevent the sale of the device so as not to weaken their brand name. Why? Well because ITV is a video providing service, iTV is a video receiving service. You might get away with it, if ITV hadn't actually tackled the video receiving end of the market when they launched their Freeview (which they still partly own) which was a set-top-box for the receiving of free digital images. There's going to be no Apple vs Apple in this case.