Hubbard Broadcasting is suing Facebook over its new TikTok alternative, Reels.

Hubbard has filed suit in a Minnesota U.S. district court alleging "trademark infringement, trademark dilution, and unfair competition," citing its REELZ® cable/satellite video service, which is also available on computers, smart TV's and other devices, it points out.

Claiming ongoing and irreparable harm, Hubbard is asking the court to enjoin Facebook/Instagram from using the "Reels" name and seeks trebled damages as well as whatever profits the company has derived from use of the allegedly infringing name, plus court costs and any other relief the court wants to grant.

Facebook's Reels is a way to create and post short-form videos to Instagram. Reels was rolled out last week, looking to capitalize on the fact that the U.S. government is banning similar service, TikTok.

Defendants’ use of 'Reels' as the banner name of their new media service infringes Hubbard’s valuable REELZ® trademarks. This should come as no surprise to Defendants — they knew about Hubbard’s trademarks before choosing 'Reels' over innumerable other options," Hubbard told the court. "Defendants’ use of “Reels” usurps the goodwill embodied in Hubbard’s REELZ® trademarks and is likely to confuse consumers."

"It is crucial to Plaintiffs’ continued success in an ever-changing and evolving digital environment to distinguish and differentiate the REELZ® brand from the constant stream of new services and competitors, as a linear network, an on-demand service, and as part of any other media platforms on any and all devices."

Hubbard pointed out that at least one news outlet had already confused Reels and REELZ.

Ad-supported streaming service Haystack TV signed a multi-year agreement with Hubbard Broadcasting to bring more local news content to Haystack users.

With the addition of Hubbard’s stations in Minnesota, New Mexico and upstate New York, Haystack now provides news from more than 300 local broadcasters and national and international news operations.

“Haystack TV is very pleased to add Hubbard’s high-quality local network affiliates to its growing roster of local TV news content providers,” said Haystack TV CEO and co-founder Daniel Barreto. “Usage and engagement is surging in these difficult times, where hyper-relevant news is vital, and the agreement with Hubbard opens new markets and strengthens our local content portfolio.”

Haystack now offers local news from 90% of U.S. markets. Before signing Hubbard, the AVOD services had made content deals with station groups including ABC Owned TV Stations, CBS Television Stations, Cox Media Group, Gray Television, Hearst Television, Meredith Corp. and E.W. Scripps.

“New platforms, such as Haystack TV, are extending the reach of our TV properties and offering new revenue streams for the quality broadcast journalism found on our Hubbard local network TV affiliates,” said Kurt Christopher, general manager of digital, Hubbard Broadcast Television Group. “Haystack TV helps extend the reach of our brands and bring new utility to the award-winning work of our local TV news broadcasters in Minnesota, New Mexico and New York.”

Hubbard’s stations are in Minneapolis, Duluth and Rochester, Minn., Albuquerque, N.M., and Rochester, N.Y.

Haystack gets national news content from outlets including ABC News, the AP, Bloomberg, CBS News, Cheddar, Euronews and Newsy.

Haystack TV is available worldwide on the Amazon Fire TV, Android TV, Apple TV, and Roku streaming platforms; Hisense, LG, Samsung and Vizio Smart TVs; Android and iOS mobile devices; and online at www.haystack.tv.   

Greeting his "fellow enemies of the people," veteran political reporter and author John Heilemann told a crowd of journalists Monday (March 14) that it feels like First Amendment values are more important than ever and potentially more at risk, while fellow reporter Mark Halperin had a slightly different take, encouraging journalists to avoid gloom-and-doom scenarios.

Broadcast executive Stanley Hubbard said he thought the First Amendment was safe and that Donald Trump has the right to be a jerk just like everyone else.

Heilemann and Halperin, creators, executive producers, and co-hosts of Showtime’s The Circus, were receiving the Radio-Television Digital News Foundation First Amendment award, while Hubbard was honored -- along with his late father, Stanley E. Hubbard -- with the First Amendment Leadership Award, at a dinner in Washington.

Saying he was the first, but probably not the last, to point it out -- he wasn't -- Heilemann said that the current administration "seems to think that we in the journalism profession are part of the opposition." The White House's attitude, both implicitly and explicitly, is more hostile and disdainful of what journalists do than any in his lifetime, he said.

He focused on what he said was the administration's "wanton disregard for the truth" and "constant lying" about things both large and small, profound and trivial.

He said journalism as a business faces an "enormous challenge," both individually and as an institution. "

Heilemann said he was asked recently at an event what had happened to objective and dispassionate journalists. He said his answer was that dispassionate journalism was the last thing that was needed. Journalism needs to be "passionate and fearless about what matters most: About what is true and passionate about holding the powerful interests in this country, and particularly about those in this administration, to account on behalf of the public."

A little more than 50 days into the new administration, Heilemann said he was heartened by how media outlets in print, radio, TV and digital were relentlessly and competitively rising to the challenge.

Halperin, who shared the award with Heilemann, tried to put the best face on a tough situation. He had three things to add about covering the current Administration.

First, he said, journalists should not "make it personal." He said it was a mistake to make it a "personal fight," and to that extent, said journalists do need to be "dispassionate about our role..." Second, while journalism's business models are changing, what can't change is the responsibility to be "zealous guardians" of the public trust that is the First Amendment, regardless of the technology or distribution platform. Third, he said journalists should do their jobs joyfully, just as politicians at their best are happy warriors (the usually-smiling progressive Hubert Humphrey's famous moniker).

Halperin advised against becoming "apocalyptically negative" about what is currently going on as though the country is going to end, adding, "I don't think we serve our profession well. I think we can be happy warriors while we fight for the First Amendment and hold all powerful interests accountable."

Hubbard, CEO of Hubbard Broadcasting, said he was not as negative about the current political situation as some.

"I think the president has the right to be a jerk just like anybody else," he said, adding that it was his right of free speech to say things that might sound stupid. He said not a Donald Trump or anyone else is going to take away the First Amendment.

"Just keep doing what you're doing and do it well and you'll never have to worry about that First Amendment," Hubbard said. "Everything is going to be fine."