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 develop localized videos for these sites or offer only the content produced by the respective sites. Note that Times Internet has developed a separate local section for its earlier partnerships like Gizmodo, Lifehacker and Business Insider, however it has largely been disappointing in terms of localized content offering until now. Times Internet however told Medianama that the focus is currently on growing the audience and they will evaluate the option later.
Times Global 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 is yet to go live.
– 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 also yet to go live.
– US publishing conglomerate Crain Communications for Indian edition of Ad Age India.