I'd say you would definitely get a lot more for it if you developed it. I'd say Mid $xx at minimum to the right person.
A quick dab of research would indicate low to mid $xx at the moment. I would hold on to it and hope .tv takes off, your only problem is layout is not generally associated with video and the general 'if its moving put .tv on it' association. I personally got hold of payout.tv a few weeks back, i am hoping a insurance claims firm will pick it up to use on one of their televised ads.