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Twitter partners with Times Internet to offer premium content-led solutions

MediaInfoline February 5, 2021
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Twitter is where Indians come to get the latest content and conversation for news, sports, entertainment and lifestyle. To amplify this and build on partnerships across content verticals in the country, Twitter has joined forces with one of the biggest media conglomerates Times Internet, to ensure the best content from the group’s leading online publications is easily available to people on Twitter.

In addition, the partnership will allow Twitter’s advertising partners to gain access to premium video content available across a diverse set of brands including Times of India (@TimesofIndia), Economic Times (@EconomicTimes) to lifestyle properties under Indiatimes Lifestyle Network (@IndiaTimes) (@mensxp) (@idiva) and, Business Insider (@BIIndia). This integration is in alignment with Twitter’s Amplify Sponsorships program.

Twitter will closely be working with Times Internet to create Amplify Sponsorship packages available to its advertisers, from video content to Sponsored Moments and Media Polls. Through this partnership, Twitter will become a one-stop destination for advertisers to create, launch and measure digital content campaigns that they are undertaking on the platform.

Twitter’s partnership with a market leader such as Economic Times for an interactive conversation series with CXOs, is a natural thought leadership opportunity in the financial literacy space, especially after the much-awaited Union Budget.

Twitter works closely with news partners and media publishers across the board, as they are an active set of participants in the conversation unfolding on Twitter each day.

Amrita Tripathi, Head of News Partnerships – Twitter India said, “This partnership was a natural progression, given the extraordinary breadth and depth of quality content that all the TIL properties bring to the table. It allows us to build on the revenue success we’ve seen with Business Insider India and Cricbuzz, to name a few opportunities, and we are excited to see what 2021 brings!”

Anushrav Gulati, Head – Indirect Revenues at Times Internet said, “This strategic partnership with Twitter will enable us to effectively upscale brand-aligned content that will leverage our capabilities along with the combined reach and premium native content on Twitter. This would help us introduce new select and bespoke content partnerships with brand partners looking to associate with quality, premium content from market leaders such as The Times Of India and Economic Times via video and LIVE as well as influencer-aligned content.”

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