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JioStar Opens Its Regional-Language Cricket Feeds To Advertisers

Ad Tribe! Bureau2 min read
A cricket ball and a broadcast commentary microphone, as halftone cutouts, for JioStar opening its regional feeds to brands

JioStar has launched Beyond Boundaries, an initiative that opens its regional-language cricket coverage to advertisers through live feeds and pre and post programming partnerships.

  • Company: JioStar
  • Initiative: Beyond Boundaries
  • What it offers: advertiser access to regional-language live feeds and pre and post programming partnerships
  • Commentary scale, as stated by JioStar: more than 160 voices across 12 languages
  • Context: TATA IPL 2026 coverage on JioHotstar

What The Regional-Language Cricket Numbers Say

All of the following are JioStar's own figures. During TATA IPL 2026 the company says Kannada feed reach rose 30 per cent year on year, with Telugu up 23 per cent and Tamil up 12 per cent on JioHotstar. Telugu recorded the highest growth in digital watch-time share at 30 per cent, followed by Kannada and Tamil.

Across the season JioStar reports connected TV reach growing 22 per cent, digital video views reaching 25 billion for an 8 per cent year on year increase, and regional-language watch-time share up 33 per cent on digital.

Each Feed Was Built As Its Own Programme

The detail that makes the proposition more than a translation play is that the feeds carry their own formats, built around the home franchise in each market. The Telugu feed ran Cricket with Chai and Orange O Rangu, the Kannada feed ran Kempu Sainya and Inside RCB, and the Tamil feed built match-day content around an Ini Singapathai narrative, with segments on emerging players across all three.

The commentary panels follow the same logic. The Tamil panel included Murali Vijay, L. Balaji, former Sri Lanka cricketer Russel Arnold and RJ Balaji. The Telugu feed featured Hanuma Vihari and MSK Prasad, and the Kannada panel included Vinay Kumar and Veda Krishnamurthy.

Why That Changes The Sell

A single national commentary team treats language as a delivery mechanism. Building a distinct show per market treats it as the product, which is a different proposition to take to a brand: the buy is a programme with its own hosts and its own running jokes rather than a slice of the same broadcast dubbed.

Anup Govindan, head of sales for sports at JioStar, said audiences are not just watching in greater numbers but choosing to experience the game in languages and environments that feel familiar, and that the real opportunity lies in understanding what makes each audience and market distinct rather than viewing regional consumption purely through the lens of scale. More industry news.

#jiostar#regional media#jiohotstar#tata ipl#sports advertising
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