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Times Internet to launch IGN and AskMen in India

By afaqs! news bureau , afaqs!, New Delhi | In Digital | October 10, 2013
The partnership grows the list of brands under Times Local Partners (TLP) as IGN and AskMen join the TLP portfolio, which has already rolled out the Indian editions of Gizmodo, Lifehacker and Business Insider.

Times Internet has inked a strategic partnership with the US-based digital media company Ziff Davis to launch Indian editions of the company's gaming site IGN and men's lifestyle site AskMen.

Satyan Gajwani

Vivek Shah

The deal is a part of Times Local Partners (TLP) initiative and is similar to the Gawker and Business Insider deals, where Times Internet will have exclusive rights to IGN and AskMen brands and their content in India. The partnership grows the list of brands under the Times Local Partners as IGN and Askmen join the TLP portfolio, which has already rolled out the Indian editions of Gizmodo, Lifehacker and Business Insider.

Times Local Partners is an initiative of Times Internet focused on partnering with established and emerging global digital companies for growing their presence and business in India through the growth of their brand, audience, adoption, distribution and monetisation. TLP leverages the cross media strengths of the Times Group to meaningfully grow the brand, audience and revenues for these partners.

TLP focuses on global companies looking at India as their next phase of geographical expansion. This is backed by the might of the Times Group leadership fuels strong growth for the partners in the region.

Interestingly, Times Internet had last year acquired MensXP.com, an online men's lifestyle portal the content of which is quite similar to that of AskMen.

IGN is one of the world's most popular websites dedicated to video games and pop culture - including comics, film and TV, claims to reach 50 million unique users worldwide. AskMen, launched in 1999, attracts over 16 million unique users every month.

Satyan Gajwani, CEO, Times Internet, states, "The IGN name is incredibly respected, and this brings us the opportunity to create premium editorial and video content for the Indian gaming community. AskMen will augment our leadership in men's lifestyle content offering and deliver the best to our users and advertisers in the coveted male 18-34 demographic."

Vivek Shah, CEO, Ziff Davis, adds, "We're delighted to be partnering with India's leading media group to bring localized editions of our brands to this vibrant market for the first-time. The media landscape is evolving rapidly, and millions of Indian males 18-40 will benefit from AskMen and IGN's globally respected advice."

By teaming up with local publishing experts in their markets, Ziff Davis continues to grow the influence of our brands, and allow marketers to deliver global advertising campaigns with local relevance and engagement."

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