Silicon Valley Wannabe Takes A New Name

Welcome to the Digital Coast.

That’s the nickname the Los Angeles New Media Roundtable has chosen to describe the Los Angeles high-tech industry. The name was formally unveiled Wednesday.

Los Angeles Mayor Richard Riordan commissioned the New Media Roundtable in August to support and promote local high-tech companies, and choosing a nickname to help market the area has been at the top of the group’s agenda for several months.

Hundreds of suggestions were narrowed down to a few finalists before Digital Coast was selected late last week and approved by attorneys over the weekend, said people involved in the selection process.

Tech Coast was the leading contender until about two weeks ago, when members of the Roundtable realized that two other technology-boosters in Orange County had secured trademarks for the name.