India's Times Group snaps up US cricket broadcaster

Staff writer
Future TV Asia

Times Internet in India has reached a definitive agreement to acquire United States cricket broadcaster Willow TV International.

This is Times Internet’s first international acquisition and the first US acquisition for The Times of India Group, India's largest media company.

Willow is one of the fastest growing sports networks in the US, and the only channel that is dedicated solely to cricket in this country.

The channel and its "TV Everywhere" service is widely distributed by the largest satellite, cable, IPTV, and OTT platforms in a variety of subscription packages. Willow is available on seven of the top 10 pay television platforms in the US, with more new launches in the pipeline.

Willow is complementary to Times Internet's recent acquisition of Cricbuzz, which during the 2015 IC World Cup saw more than 1 billion visits in a span of 40 days, 96% on mobile

Between Willow, Cricbuzz, and Times of India's digital assets, the Group estimates reaching approximately 15 million Americans with an interest in cricket.

"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," said Satyan Gajwani, director of Times Internet.

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