Times Internet Acquires US Based Willow TV
Times of India Group’s digital wing, Times Internet acquired Willow TV international. Willow TV international is a US Based Cricket Broadcaster. This would be first acquisition of Times Internet, just before the Twenty20 World cup. Times Internets Willow will provide a live US television broadcast and live streaming of matches.
The Times Internet has committed $100 million (Rs 670 crore) to the purchase and as an primary investment in the business. It includes right acquisitions, marketing and growing cricket in the United States. Times Internet is a wing of The times of India group who also publishes the paper of same name.
Willow TV Telecasts Cricket
Willow TV is a channel which telecasts cricket in US and is the only channel dedicated to cricket in the US. The channel Willow got its name after English Willow tree from which cricket bats are made.“We’re extremely pleased to welcome Willow to The Times Group. Cricket is one of the most popular sports in the world, and has the potential to become a major sport in the US. We’re excited to expand and strengthen our offerings for South Asians living in the US, and to grow interest in cricket across the US, both with loyal fans and new consumers,”Times Internet director Satyan Gajwani said.
This move will help Times Internet to capture interest of audiences in the US. Cricket is one among fasted growing sports in the US, and second most famous sport in the world after football. Cricket’s popularity is increasing with new shorter Twenty20 format.
Times Internet is a varied group which owns and operates media and technology assets including music, videos and sports. Willows’ attempt is to reach about 15 million Americans to increase their interest in cricket.
Willows will start on March 8th and will provide a live US television broadcast and live stream of the ICC World Twenty20. ICC tournament will be available on a US television broadcast channel for the first time.