<article><a style="color: #000080;" href="http://www.timesinternet.in/" target="_blank">Times Internet</a>, the digital venture of India’s leading media house <a style="color: #000080;" href="http://bcclcareers.timesgroup.com/" target="_blank">Bennett, Coleman &amp; Co Ltd</a>, is acquiring <a style="color: #000080;" href="http://www.dealstreetasia.com/?s=Willow+TV+International">Willow TV International</a>, a US-based broadcaster of cricket matches.</article>

<a style="color: #000080;" href="http://www.timesinternet.in/" target="_blank">Times Internet</a>, the digital venture of India’s leading media house <a style="color: #000080;" href="http://bcclcareers.timesgroup.com/" target="_blank">Bennett, Coleman &amp; Co Ltd</a>, is acquiring <a style="color: #000080;" href="http://www.dealstreetasia.com/?s=Willow+TV+International">Willow TV International</a>, a US-based broadcaster of cricket matches.
Willow is the only channel that features cricket matches in the US, where American football, baseball, golf and soccer are far more popular sports, and widely watched.
However, cricket remains popular among south Asians in the US, the audience Times Internet wants to tap.
Cricket&#8217;s traditional, longer format has waned in popularity, but its newer, faster Twenty20 format has gained substantial following in all major cricketing nations. International Cricket Council, the worldwide governing body of the sport, has tried to popularize the shorter format in nations where cricket is not a major sport.
Willow is the second cricket-related acquisition for Times Internet, after online site <a style="color: #000080;" href="http://www.dealstreetasia.com/?s=Cricbuzz" target="_blank">Cricbuzz</a>. It is the first international acquisition by Times Internet, run by Satyan Gajwani.
The deal comes in time for the ICC World Twenty20, where nations will compete to be crowned the best in the format. Willow will telecast the tournament in the US.
&#8220;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,&#8221; said Gajwani in a statement.
Willow was launched five years ago by Vijay Srinivasan, and stayed bootstrapped until the acquisition. Cricbuzz competes with older rival <a style="color: #000080;" href="http://www.dealstreetasia.com/?s=ESPN+Cricinfo" target="_blank">ESPN Cricinfo</a>, which has live scores and extensive reporting on the sport.
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Times Internet, the digital venture of India’s leading media house Bennett, Coleman & Co Ltd, has agreed to acquire Willow TV International.

India: Times Internet buys US-based cricket broadcaster Willow TV

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