Times of India Group’s digital wing, Times Internet, has acquired Willow TV International, a cricket broadcaster in the US.
The acquisition comes at a time when Cricbuzz, a division of Times Internet, has become the exclusive licensee for digital video clip rights, for US and Canada, for all ICC events between 2016 and 2019.
Satyan Gajwani, Director, Times Internet, said: “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.”
Willow is a sports network in the US and features popular cricket matches and events. It was launched in 2010 by Vijay Srinivasan. Named after the English willow tree from which cricket bats are made. Willow is the only channel that is dedicated to cricket in the US, with an aligned digital service at www.willow.tv. It is available on 7 of the top 10 pay television platforms in the US, with more new launches in the pipeline.
Times Internet, on the other hand is a diversified digital group, owning and operating media, and technology assets across news, music, sports and more, reaching over 140 Mn users each month.
Between Willow, Cricbuzz and Times of India’s digital assets, the group estimates reaching about 15 Mn Americans with an interest in cricket. Willow is the first US acquisition for The Times of India Group.