The Consumer Technology Association (CTA) parent company of the giant electronic show, CES which is held every January in Las Vegas, has dropped its 2 character .org for a new gTLD, .tech domain name

The Consumer Electronics Association (CEA), the non-profit organization unveiled its new name, the Consumer Technology Association (CTA) and introduced its new logo on November 11th.

The company previously used ce.org which now redirects to cta.tech, its primary domain.

Jeff Joseph, VP of Communications and Strategic Partnerships at CTA said :

“As we researched top level domain names to accompany our recent rebranding, we quickly realized that dot tech was the most appropriate and accurate. The domain clearly aligns with and reflects our vision of our organization and today’s consumer technology industry – fresh, expansive, pioneering and innovative”

The domain was registered at $130 on the last day of the Early Access Phase through Go Daddy.

It is possibly a first wherein a two character domain in a legacy TLD has been organically replaced with a three character domain in a new gTLD

In a press release today Radix the domain registry for .Tech announced that Viacom, started using its domain viacom.tech. to showcase projects like the apps developed for its brands like MTV, Nickelodeon, Comedy Central etc that were previously on a sub domain tech.viacom.com

The domain viacom.tech was registered as a part of the .tech sunrise and is a great example for businesses that nTLDs don’t need to replace their primary domain name.

Alongside good adoption from end users and pioneers, .tech registrations have been growing at a healthy rate too which is close to 20,000 domains in less than 4 months.