BENGALURU: IBM’s The Weather Company has entered into a strategic alliance with Times Bridge, the international investments and partnerships arm of The Times Group, to provide up-to-date weather information and localised forecasts on the digital edition of The Times of India. 

The Times Group, which publishes The Economic Times, will provide curated content on The Weather Channel app in India in English and Hindi to connect Indian residents with pertinent information, locally relevant articles, photos and video content. 

“Indians across the peninsula are affected by varying and often extreme weather conditions. Therefore it’s vital for audiences to have access to timely and dependable weather information when and where they need it to help them make more informed decisions for daily planning or to stay safe in severe weather,” said Himanshu Goyal, India Sales & Alliances Leader for The Weather Company. The Weather Company is a subsidiary of the Watson & Cloud Platform business unit of IBM.

The relationship will also enable local marketers to access data-driven advertising solutions from IBM Watson Advertising across both companies’ properties. By leveraging real-time weather data and helping to predict consumer behaviour, advertisers can better determine the optimal time and place to reach a consumer. 

Local audiences will have access to temperature and wind maps for the region, with satellite radar and alerts, forecasts to help with lifestyle and health decisions and stories, images and videos about the top weather events of the day and weather news. 

“At a micro level, having an accurate forecast helps people plan their wardrobes, commutes, and crops. Building solid reporting institutions around this spectrum is critical,” said Thane Richard, Times Bridge’s Senior Director of Publishing and Creative. 

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