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South Asia News

The Economic Times

South Asia / The Economic Times

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JioStar taps IPL fandom that's moving beyond Hindi and English

Kannada, Telugu and Tamil cricket feeds have shown significant growth during TATA IPL 2026. JioStar launched 'Beyond Boundaries' to enhance advertiser partnerships with regional-language programming. The Telugu feed experienced the highest digital watch time growth at 30%. The initiative highlights various successful regional programming that connects with local audiences. JioStar aims to capitalize on the increased interest in regional-language cricket viewership.

6 Oct 2026 2:52 pm