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Company's bid for MH17 trademark

Commercial minds have already moved to capitalise on the MH17 crash.

As the world watches the repatriation of 298 people killed when the airliner was brought down by a missile, creative plans are already afoot to bring the fateful tale to screens, stages and airwaves.

The federal government agency, IP Australia, has received an application to trademark "MH17" under a classification used for purposes including film, game shows, musicals, video games, music and texts.

Malaysian-owned business Remit Now International Ltd is behind the application, which was lodged on July 18, just a day after the Kuala Lumpur-bound passenger jet was shot down over the Ukraine.

IP Australia is examining the request.

Malaysia Airlines has since started the process to trademark MH17, a spokeswoman for the carrier told AAP.

"The purpose is to ensure that no party takes advantage of the tragedy for their personal gain," she said.

The airline is also trying to secure the Australian trademark for "MH370", the flight number of its passenger jet that mysteriously disappeared in March carrying 239 people, and is believed to lie at the bottom of the southern Indian Ocean.

But the application to the trademark agency came in second to that lodged by a company called Aoan International.

IP Australia says a decision on MH370 is pending.