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Updated: Times Internet Partners Gawker To Offer Indian Editions Of Gizmodo & Lifehacker

Updated with response from Times Internet CEO, Satyan Gajwani

Times Internet, the digital arm of the Times Group, has inked a strategic partnership with Gawker Media (Gawker), the independently owned & operated American online media company that has eight websites with over 40 million unique visitors, worldwide. Through this partnership, Times Internet will manage and drive local Indian destinations for Gizmodo.com and Lifehacker.com, Gawker Media’s technology focused sites.

As part of the collaboration, Times Internet will have exclusive rights to the brands including monetization, content, syndication and sub-licensing of Gizmodo.com and Lifehacker.com within India. Times Internet intends to use The Times Group’s multimedia resources to help develop and evangelize the brands locally.

Times Internet CEO, Satyan Gajwani refused to comment on whether the partnership will be based on revenue sharing or some other licensing arrangement. He informed that the US versions will redirect to Indian URLs when traffic is visiting from India and that Times Internet will monetize what’s already a strong existing base, while investing efforts into growing the audience base and brand relevance locally. 

On local content, Gajwani stated that Times Internet will produce local content, while aligning with the editorial voices of the sites globally, which it will use in India. He did not mention whether Gizmodo’s International editions will have rights over Indian content. Responding to our query on whether Times Internet will shelve Technoholik, he said that the company believes that there are multiple brands with multiple voices, and that it was happy to work with lots of them. Technoholik is a property that is independent from Gizmodo and that Times Internet wants to focus on making Gizmodo more prominent and relevant in India.

Gizmodo.coma site focused on gadgets and tech culture, is Gawker’s most popular site, and claims to register 9 million unique visitors and 100 million page views every month. About one-third of its traffic is international. Lifehacker.com is an 8-year-old weblog offering posts related to technology, personal productivity, software, tips, and technology lifestyle.

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Gizmodo has local editions for Europe via a partnership with HUB, Netherlands, an Australian edition, a UK edition and a Brazil edition, while Lifehacker has an Australian and a Japanese edition.

We’re not sure how the deal extends beyond content, and whether Times Internet will be able to monetize all visitors who visit Gawker properties from India. Nikhil adds: It’s also worth noting that Times Internet has been on an acquisition spree for building its content portfolio. It acquired MensXP, a men’s lifestyle focused content property, recently, merging its own property, Guylife.com with the site. With the introduction of Gawker’s sites, will Times Internet shut down its tech focused content site, Technoholik?  This kind of indicates that Times Internet’s home grown niche content brands have not been able to create an impact as Indian equivalents of popular International content sites.

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