The network says consumers will be confused about whether Reels is really Reelz.
Instagram last week launched a new short-video feature called Reels -- capitalizing on demand in the market amid privacy concerns surrounding TikTok and a looming ban of the ByteDance-owned app -- and it's already facing troubles of its own.
ReelzChannel says the feature's name infringes on its longstanding trademark. The network, which launched in 2006, says it reaches more than 50 million homes in the U.S. The suit, which was filed Tuesday in Minnesota federal court, where the network's parent company Hubbard Broadcasting is based, claims Reels usurps Reelz' goodwill and is likely to confuse consumers.