Times Internet Acquires Willow TV International Devoted To Cricket
Times Internet, part of The Times Of India Group, has acquired Willow TV International, the only cricket broadcaster in the US. Named after the English willow tree from which cricket bats are made, Willow is the only channel dedicated to cricket in the US, with an aligned direct-to-consumer digital service.
Willow TV, an American sports channel, is completely devoted to airing overseas cricket events, including live and recorded matches and other cricket-related programming in English, with the majority of it’s advertising targeted towards the North American South Asian and Indian diasporas.
“We are 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. We¹re 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.” stated Satyan Gajwani, Director, Times Internet.
The network is carried both as a traditional cable channel which airs on cable and satellite systems, and a paid streaming service available on Willow and Apple TV.
Willow TV was launched in late 2010 and broadcasts cricket matches and several cricket-based programs and coverage from around the world. The channel merged with NEO Cricket’s American network in February 2013 as that provider drew down their American operations with the Willow name remaining.
The channel is available on 07 of the top 10 pay television platforms in the US, with more new launches in the pipeline.
“As a bootstrapped company, we launched the Willow cricket channel just over five years ago, and we are extremely proud of where it has reached. With the backing of The Times of India Group and its assets, I am confident that we can jointly build one of the premier sports businesses in the US.” informed Vijay Srinivasan, Founder and Chief Executive Office, Willow TV.
Willow TV is the first international acquisition by Times Internet, and the first US acquisition for The Times Of India Group. Here’s wishing team Times Internet all the very best for their new venture.