Times Internet's Times Global Partners (previously Times Local Partners) initiative has forayed into videos by a signing a strategic partnership with Electus Digital, the digital creative and distribution arm of the production studio Electus. As part of this partnership, Times Internet will be launching the Indian editions of three Electus Digital websites including the comedy site CollegeHumor.com, geek culture site Dorkly.com and Hip-hop focused celebrity site WatchLOUD.com. They will also be responsible for the growth and monetization of these three sites. The terms of the partnership were however not disclosed. What's particularly significant here is this partnership allows Times Internet to strengthen its video ad inventory, particularly in the entertainment segment. It also get access to a young audience, which is typically one of the most important segment for most advertisers. Times Global Partners business head Puneet Singhvi mentions that through this, advertisers can now reach out to an "young audience through video and display opportunities". Electus also mentions that it includes advertisers, distributors and content creators early on in the development process, thus enabling marketers and advertisers to participate in content creation. The company was formed in 2009 by former NBC Entertainment co-chairman Ben Silverman and is backed by IAC/InterActiveCorp. Electus Digital focuses on developing entertainment content across various categories like comedy, music, gaming, food and urban lifestyle among others. Besides the three sites, it manages YouTube channels like Nuevon & Hungry and has exclusive tie-ups with Yahoo to feature shows like Mansome, Tiny Commando, Reluctantly Healthy and Sketchy among others. Electus Localized content? We are curious to see whether Times Internet also plans to…
