Times Internet partners Gawker media to drive Gizmodo, Lifehacker

09 Jan,2013

By A Correspondent


Times Internet (TIL) has entered into a strategic partnership with American independent online media company Gawker Media (Gawker). Via this partnership, Times Internet will manage and drive local Indian destinations for Gizmodo.com and Lifehacker.com, Gawker Media’s leading technology sites.


As part of the collaboration, Times Internet will have exclusive rights to the brand; monetization, content, syndication and sub-licensing of Gizmodo.com and Lifehacker.com within India. The unique partnership will help TIL grow an already-strong vibrant digital community of Indian consumers passionate about consumer electronics and technology. TIL intends to use the Times Group’s multimedia resources to help develop and evangelize the brand locally.


Gizmodo.com, a site focused on gadgets and tech culture, is Gawker’s most popular site, registering nine million unique visitors and 100 million page views every month. About one-third of its traffic is international. Lifehacker.com is an eight-year-old weblog with thousands of posts related to technology, personal productivity, software, tips, and technology lifestyle. The two sites already have a wide user base and are getting good traction in the country.


Discussing the partnership with Gawker, Satyan Gajwani, CEO, Times Internet said, “Gizmodo and Lifehacker have been two of my favourite sites for a long time, so it’s exciting to be their partner in India. They have fantastic, relevant content for a younger generation that’s increasingly interested in technology. We are partnering with one of the world’s strongest digital media companies, and we can’t wait to increase their prominence in India.”


Gaby Darbyshire, COO of Gawker, said, “With an international presence in eight countries outside the USA, India has long been a natural next step for our global expansion, and TIL is a natural fit for Gizmodo and Lifehacker. We are very excited to be partnering with them to bring our technology content to India and look forward to seeing the brands develop for this new audience.”


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