Bloomsbury owned cricket content brand Wisden, which entered the Indian market last year in collaboration with the sports management firm, FidelisWorld to form Wisden India, has now inked a strategic partnership with NDTV across multiple platforms including TV, web, and mobile to offer cricket related content and for offline events including the Indian edition of the Wisden Cricket Awards.

The exact terms of the partnership were not disclosed. The two companies intend to create a co-branded app that will offer trivia, stats and content about cricket, according to the statement by the company executives. Interestingly, NDTV offers a dedicated cricket app for Android and iOS. The two companies have not outlined specific plans on launching a co-branded web portal, however we wonder if Wisden’s forthcoming website, wisdenindia.com, will feature content from NDTV in addition to its own content. It’s also possible that NDTV could use content from Wisden on its own properties.

At the time of its launch in December 2011, Wisden had announced an editorial team with  former-Indian cricketer, Sourav Ganguli, as the President of Wisden’s Editorial Board,  Dileep Premachandran as the Editor-in-Chief, Suresh Menon as Almanack Editor, and Joy Bhattacharjya as Media Director, apart from other experts, including some Indian cricket players as well as journalists who were to contribute. However, the site is still under construction.

Although, Wisden is a big international brand name, we’re yet to see any India specific content properties from them. So, more than the content initiatives, the partnership might be focused on the Wisden Awards and the Wisden Almanac and related content.

As we had pointed out, Wisden would be competing with ESPNCricInfo, among other cricket content destinations. Iroically, Wisden had sold CricInfo to ESPN in 2007, after acquiring it in 2003 saying that ESPN would be able to offer the right environment for CricInfo’s growth. So it seems that the company is taking a U-turn by entering the content business, with an eye on India, a market where the game attracts more number of eye-balls and advertising revenue than anything else.

With inputs from Anupam Saxena

Related:
Wisden To Start Digital Ops In India Through FidelisWorld