Times Internet buys Willow TV for £70m
America’s favourite Baseball, better watch out for new competition.
“Times Internet”, India’s largest digital network and part of The Times of India Group, the newspaper arm of India’s largest media conglomerate Bennett Coleman & Co, announced a £70m ($100m) drive to expand the game in the US, by acquiring Willow TV International, America’s largest cricket broadcaster. TOI wanted to raise cricket’s profile in the US, the world’s biggest sports market. Cricket is the second most popular sports in the world behind soccer and already has a passionate fan base in the US that is growing steadily. Willow TV, one of the fastest growing sports networks in the US and the only channel that is dedicated solely to cricket, featuring world’s most popular cricket matches and events, widely distributed by cable, satellite, IPTV and OTT platforms. Named after Willow tree, from which cricket bats are made.
Satyan Gajwani Director of Times Internet said “We are extremely pleased to welcome Willow to the Times Groups, as we are excited to expand and strengthen our offerings to the US and to grow interest in cricket across the US both with loyal fans and new consumers”
The Times of India Group, the newspaper arm of India’s largest media conglomerate Bennett Coleman & Co, announced a $100m drive to expand the game in the US, by acquiring Willow TV, America’s largest cricket broadcaster. TOI wanted to raise cricket’s profile in the US, the world’s biggest sports market.
The World Twenty20 Cup, which begins in India next week.
Cricket, a 16th century game from England, an aristocratic pastime built its following in the former British Empire countries, including cricket-mad India with a population of 1.3bn. Following a success of US cricket all-stars featuring Sachin Tendulkar, Indian record breaking batsman, Shane Warne, The charismatic Australian spin bowler, the matches last November, steered by the International Cricket Council, the sport’s governing body, which attracted tens of thousands of new cricket fans to baseball stadiums in cities like Houston and New York.
In India, cricket is viewed as a religion, and sportsmen feted like god and teams pursued by eager advertiser to maximise their marketing. The Twenty20, format with pitch side fireworks and cheerleaders, will prove attractive to potential US fans, in the back of successful Annual Indian Premier League Tournament and Big bash.