TV Newser reports that Politico late last year filed a fresh application to trademark “Politico TV.” The filing, reports the site, indicates that Politico “has intent to use it.”

Politico isn’t commenting on the matter.

A source at the Rosslyn headquarters of Politico, however, says that the outlet is looking to hire someone in the capacity of executive producer to manage Politico’s television build-out.

That makes sense, given the investment already on the floor. There’s a new high-definition set in the middle of the newsroom, and Politico is planning to experiment with political videos of varying length. That’s in addition to the live shows that air on big political nights.

Thumbs up. On Florida primary night, the Politico television crew showed why this is money well spent.Executive Editor Jim VandeHei, political reporter Maggie Haberman, WJLA-TV reporter Scott Thuman and several Politico staffers put together nonstop coverage of the returns. (Disclosure: I formerly worked for the parent company of Politico and WJLA).

The presentation lacked CNN’s props and technology and the perspectives that a Fox or an MSNBC brings to political coverage. Which is to say that it was like listening to the second movement of Beethoven’s Piano Concerto No. 5 (“Emperor”). The proceedings bounced around at a good clip, with Juana Summers providing analysis of polling numbers, VandeHei and Haberman nailing the question of what Newt Gingrich had to do to recover, Mike Allen pressing a top Mitt Romney aide on what’s next and Craig Gordon and John Harris kicking in with insights as well.

Through it all, the analysts didn’t betray a hint of ideological bent. I remained tuned in until sign-off.