HARTFORD “” A Connecticut-based DJ is suing MTV’s ” Jersey Shore “ for trademark infringement, claiming he was DJ Paulie first.
According to a spokesperson for Jose Rojas, the attorney filing the suit today for Paul Lis of South Windsor, also known as DJ Paulie, Paul DelVecchio , known to the world as DJ Pauly D had attempted to trademark the name in February 2010 but was turned down.
Lis, the lawsuit states, already held the trademark.
“DJ Paulie sounds like DJ Pauly,” Rojas, said. “It’s not about the spelling but about the way it sounds. It’s confusing to the consumer and violates federal law.”
A spokesperson for MTV refused to comment.
The issue is one both of reputation and searchability, and Rojas claims that MTV was issued a cease and desist order, with which it is not complying.
“Delvecchio has misappropriated my client’s name, has been told by The Feds that the name belongs to my client, but MTV is still using it,” said Rojas, who sent a cease and desist order to the cable network. “We want them to give the little guy a chance and follow the law.”
“Anytime you search DJ Paulie, his name and face come up. I can’t compete,” Lis said. “Before the show went on the air, my website was very successful and getting attention from national advertisers. Now, I’ve pretty much been wiped off the Google map.”
But further than that, Lis said the content of the show is offensive to some, and is not something he wants to be connected to.
“I don’t want to be associated with that show, the drinking, the violence,” said Lis, who has been going by the name DJ Paulie since 1973 and trademarked the name. “I’ve prided myself in being G rated. ‘Jersey Shore’ is hardly family entertainment. The show is hurting my business. It’s ruining my reputation. I’ve even had death threats.”
“I know I’m David going up against Goliath,” Lis said, “but I’m only asking for what’s right and fighting to protect what is mine.”