FYI

AskMen and IGN to launch in India

Digital media firm Ziff Davis and Times Internet has joined forces to launch local versions of men’s lifestyle brand AskMen and video gaming site IGN in India.

The announcement:

October 9th 2013 – Ziff Davis, the digital media company with market-leading positions in the technology, gaming and men’s lifestyle markets, has announced a new strategic partnership with Times Internet, to launch highly localised editions of its AskMen (http://www.askmen.com) and IGN (http://www.ign.com) brands in India for the first-time.

The agreement sees Ziff Davis collaborating with India’s largest media company to launch both AskMen and IGN in the country soon. The North American editions of IGN and AskMen are currently available to local users in India – and each attract close to 1m unique users a month.  [source: Google Analytics]

As part of the collaboration, Times Internet will have exclusive rights to the IGN and AskMen brands and their content in India, as well as the significant media opportunity they bring to the country.

IGN is the world’s leading video game and fan culture destination – also covering the latest comics, films, gadgets and TV.  IGN India will mix locally created editorial and video content with that from IGN’s teams in the US, UK and Australia.   IGN India marks Times Internet’s entry into Indian games media, against rapid local games industry growth in 2012.

Since launching in 1999, AskMen has become the global authority on men’s lifestyle matters – encouraging men to improve their lives with inspiring editorial that equips them to live better, know better and think better.   The Indian edition will combine content from AskMen’s worldwide network of expert contributors with new locally-created content for Indian males.

The unique partnership will help Times Internet grow an already-strong vibrant digital community of Indian consumers passionate about games, entertainment and lifestyle. The company intends to use The Times Group’s multimedia resources to help develop and evangelise the brand locally.

Vivek Shah, CEO, Ziff Davis, Inc. said:

“We’re delighted to be partnering with India’s leading media group to bring localised editions of our brands to this vibrant market for the first-time.    The media landscape is evolving rapidly, and millions of Indian males 18-34 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.”

Satyan Gajwani, CEO, Times Internet, added:

“We are really excited about this partnership with Ziff Davis to bring their brands to India. 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”.

The Times Internet partnership is the latest publishing deal for Ziff Davis complementing its owned and operated English language operations in North America, United Kingdom and Australia.   Ziff Davis successfully partners with local publishing experts in almost 50 countries worldwide, with content from AskMen, IGN and PCMag.com – the globally respected authority on technology now available in 15 languages, including Arabic, Chinese and Russian.

Source: press release

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