iWorld
VETO teams up with cricket stars for T20 World Cup content push
Aakash Chopra, Ashwin, Badrinath and Samip Rajguru to deliver previews, analysis and watch-alongs.
MUMBAI: VETO isn’t just streaming cricket, it’s calling the shots with a star-studded commentary team. The family-first CTV OTT platform has unveiled a creator-led content strategy for the T20 World Cup, roping in some of India’s most respected cricket voices to build a trusted second-screen destination.
The lineup features commentator Aakash Chopra, former spinner Ravichandran Ashwin, ex-India batsman S. Badrinath and senior journalist Samip Rajguru. Coverage spans match previews, post-match breakdowns, tactical deep dives, interactive watch-alongs, exclusive chats and behind-the-scenes insights, all exclusive to VETO.
VETO Streaming Media Pvt Ltd, managing director Ritu Dhawan said, “This initiative strengthens VETO’s vision of becoming a trusted, family-centric digital ecosystem. The T20 World Cup is a high-attention moment, and by bringing together respected former cricketers, credible journalists, and influential digital creators, we are building a differentiated cricket destination. Our goal is to move beyond fragmented consumption and offer audiences one reliable platform for expert analysis, real-time updates, and meaningful engagement throughout the tournament.”
Positioned as the “Second Screen for the T20 World Cup,” VETO aims to give serious fans deeper context and expert takes beyond live broadcasts, all on the big screen in a seamless Connected TV experience. The move signals a longer play too – building a year-round cricket content hub that outlives marquee events by consolidating authoritative voices in one place.
In a crowded streaming landscape, VETO’s bet on credibility and community could turn casual viewers into loyal couch companions. Whether you’re watching with kids or debating DRS calls, the platform wants to be the family-friendly voice of reason when the stumps are flying.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
