The wave of dotcom consolidations is picking up steam. After the VCs forced dotcoms to merge last year to consolidate their ops, its time now for the dotcoms themselves to come together for purely business reasons. In a move slated to shake up the already fiercely competitive industry, HindustanTimes.com has decided to tie up with Sify.com. The move is seen by industry professionals to counter the dominance of the large players in the market who are walking away with more eyeballs and advertising money.
According to Mr Sanjay Trehan, General Manager, Internet at Hindustan Times, "Basically it''s a consolidation exercise aimed at complimenting each other''s strengths for mutual benefits."
"Besides the content both dotcoms along with HT Print, all Sify portals, Sify cyber kiosks, Sify ISP would participate for ad sales and advertising." He adds.
hindustantimes.com currently claims page views in the region of 30 million and Sify around 217 million. Bringing these two platforms together as an opportunity for advertisers will certainly create value.
The deal is being seen as being beneficial to both the parties on two counts. Sify.com gets a strong content partner and hindustantimes.com gets a benefit of value add services, which is offered by Sify. Sify also has close to 650 cyber kiosks, which will help hindustantimes.com gain from the vast reach. Apart from that the two portals also compliment each other geographically with Sify.com being strong in the South and hindustantimes.com being strong in the North India.
So how will the industry react to such a move? The move will obviously make the already fierce competition in the industry more intense say observers. With the likes of rediff, indiatimes, timesofindia.com all competing for their share of audience and advertisers, hindustantimes.com and Sify.com have surely felt the need to come together and offer a better value to advertisers.
Sify.com, hindustantimes.com and HT Print edition would now be offered to advertisers as a single package. Both Sify and hidustantimes.com would be selling the three media in packages. HT Print though shall not be involved in selling the dotcoms for ad sales.
The official announcement on the tie up is expected today.