Note that Times Internet had tied-up with Future Plc as part of its Times Local Partners (TLP) initiative in February this year. Following this, Times Internet had become TechRadar’s exclusive partner in India for content development, events, monetization and syndication. Times Internet had also mentioned that TechRadar will be a part of TLP’s tech vertical which includes properties like Gizmodo India, Lifehacker India and IGN India.
Quite similar to TLP’s previous launches, TechRadar primarily features International content like tech stories, news and features sourced from TechRadar’s International news desk, although local content seems to be in the works.
TechRadar India editorial head Sulabh Puri (who is also the editorial head for Business Insider India) mentions that besides International content, the edition will feature news from personal and enterprise technology sectors that would apparently be created by “experts and analysts in the Indian news room”.
This will probably be featured as a separate section in the future, similar to what we see at the Indian editions of Gizmodo, Lifehacker, Business Insider and IGN.
Format wise, the site is quite similar to its parent site. There is a a featured content slider for cover stories at the top, followed by latest stories in chronological order. Readers can alternatively switch this to view the most discussed stories at the moment.
The sidebar has a widget featuring the latest and the most discussed reviews along with a category cloud enabling readers to browse through reviews based on any specific category.
However, the site design itself is quite different and actually feels more modern than its parent site. It also features a responsive web design unlike the parent site which redirects users to a mobile site.
TechRadar India Pro: TechRadar India Pro, the publication’s IT news portal also features a different design as compared to TechRadar Pro. Interestingly, it also features a more modern format that is quite similar to the TechRadar India itself.
What’s also worth noting that the site is not redirecting TechRadar readers from India to the Indian edition yet. It also doesn’t mention the Indian edition yet while TechRadar India links out to TechRadar UK site. However, it’s possible that this could change in the forthcoming days, considering that Times Internet is redirecting readers to its TLP partners from India to the respective India editions.
This is important from Times Internet’s perspective, since it enables them to monetize an existing base and invest in growing the audience and brand relevance locally, instead building the traffic from ground up like in the case of what India.com did with BGR.in and OnCars.in.
Times Local Partnerships till now
– Gawker Media for the Indian editions of Gizmodo and Lifehacker which went live in May 2013.
– Business Insider for Business Insider India which went live in September 2013.
– Luxury blog Pursuitist for its Indian edition pursuitist.in which went live in December 2013 with a placeholder page and the company seems to be populating content on the site right now.
– UK-based media group Future Plc for the Indian edition of its technology news and reviews site TechRadar which has gone live now.
– San Francisco-based digital publishing company Say Media for Indian editions of Say Media’s home design site Remodelista and tech news site ReadWrite which is yet to go live.
– US publishing conglomerate Crain Communications for the Indian edition of Ad Age which is also yet to go live.
– Huffington Post for Huffington Post India which is expected to be launched on November 25.
Disclosure: In terms of content, there may be areas of overlap (and hence competition) between TechRadar India and MediaNama.