ICANN's New Generic Top-Level Domain (gTLD) program allows organizations to apply for custom TLDs like .michael or .brand. This isn't domain registration - it's becoming a registry operator for your own TLD namespace.

ICANN evaluates applications based on:

• Technical and operational capability to run a registry
• Financial stability
• Potential for consumer confusion
• String contention (when multiple applicants want the same TLD)

Notability isn't strictly required - even personal names can qualify if they meet other criteria.

Both specific businesses and broader organizations can apply:

// Example of eligible applicants
const eligibleApplicants = [
  "NYC Natural History Museum", // Specific entity
  "Global Museum Consortium",   // Broader organization
  "Michael Johnson"            // Individual (with sufficient resources)
];

The application process involves significant costs:

Applicants must demonstrate DNS operational capability:

# Sample DNS configuration for a new TLD
zone "michael" {
    type master;
    file "/etc/bind/db.michael";
    allow-transfer { secondary_IPs; };
};

The process typically takes 12-18 months:

1. Submit application (including technical/financial details)
2. Initial evaluation (3-5 months)
3. Public comment period
4. Contention resolution (if needed)
5. Contracting and delegation

For developers wanting to experiment without ICANN approval:

// Local testing with custom TLD
// Add to /etc/hosts (Unix) or C:\Windows\System32\drivers\etc\hosts
127.0.0.1   test.michael
::1         test.michael

Or use alternative DNS systems like Namecoin for blockchain-based TLDs.

ICANN's New gTLD Program allows organizations to apply for custom top-level domains like .app, .blog, or even branded TLDs like .google. Unlike traditional domain registration, this involves becoming a registry operator responsible for managing an entire namespace.

ICANN evaluates applications based on:

• Technical and operational capability to run a registry
• Financial sustainability
• Potential for consumer confusion
• String contention (if multiple parties want the same TLD)

For example, while .michael might face rejection due to being a common first name (potential confusion), .michaelcorp could be acceptable if tied to a legitimate business entity.

Both businesses and organizations can apply, but with different considerations:

// Example of TLD ownership structure
if (applicantType === "business") {
  requireBrandProtectionPlan();
} else if (applicantType === "community") {
  requireCommunityEndorsement();
}

Brand TLDs (like .bmw) require trademark documentation, while generic TLDs (like .tech) undergo different evaluation.

The application process involves significant costs:

Running a TLD requires DNS infrastructure compliant with ICANN specifications:

# Sample DNS configuration for new TLD
$ORIGIN example.tld.
@       IN      SOA     ns1.example.tld. admin.example.tld. (
                        2023081501      ; serial
                        3600            ; refresh
                        900             ; retry
                        604800          ; expire
                        86400           ; minimum TTL
                        )

Applicants must implement an EPP (Extensible Provisioning Protocol) compliant system:

// Basic EPP domain check request
<?xml version="1.0" encoding="UTF-8" standalone="no"?>
<epp xmlns="urn:ietf:params:xml:ns:epp-1.0">
  <command>
    <check>
      <domain:check 
       xmlns:domain="urn:ietf:params:xml:ns:domain-1.0">
        <domain:name>example.mytld</domain:name>
      </domain:check>
    </check>
  </command>
</epp>

Registry operators must maintain:

• DNSSEC implementation
• RDAP services
• Data escrow requirements
• WHOIS (RDDS) compliance