Times Internet, the digital arm of the Times Group, has partnered with Gawker Media to get their really popular blog properties, Lifehacker and Gizmodo to India. Gawker Media is an independent media company which was founded by Nick Denton and has 7 popular blog properties which cover sports, sci-fi, feminism, tech and gossip among other things.
Times Internet will have exclusive rights to the brands in India in terms of monetization, content, syndication and sub-licensing. According to Satyan Gajwani’s blog post, it seems that Times Internet will help create local content which is relevant to the Indian audience which they will then integrate into these websites.
Gizmodo is one of the most popular tech and gadget blogs in the world and sees 9 million unique visitors per month. Lifehacker is my personal favorite and I have spent a lot of time on it because of their fantastic tips on productivity and tech.
Times Internet recently acquired MenXP, an online publication which caters to Indian men. They are also at work on BoxTV which has been in alpha preview. The most recent news would be them investing in Fab.com, the US based e-commerce company which also has an office in Pune.
Besides the local content that Times Internet will integrate, these websites are generally far removed from the Indian scenario. It will be interesting to see how Times Internet will build Lifehacker and Gizmodo brand in India. I wonder why Times decided to bring global tech lifestyle properties to the country when it could have built quality ones at home which are in sync with Indian readers. I am still not sure how exactly this partnership will be executed. I guess we will have to wait and see over the coming weeks.
What do you think about this? Share your thoughts with us.
Story Source | Times Internet Blog