With the TATA IPL turning 18 this season, JioStar is looking to take things to the next level. The tournament, now at a crucial phase, features more than 170 experts. It is being broadcast across 25+ feeds in 12 languages, reaching fans via both linear TV and digital platforms.
Medianews4u.com caught up with Prashant Khanna, Head – Production Services, Studios & Production Tech – Sports, JioStar.
How does technology help build an emotional connection in sports content?
Technology is the invisible infrastructure of the fan experience. It allows us to scale emotions—turning a match into a cultural moment. Like air, it surrounds everything we do without drawing attention to itself, yet it powers every aspect of the experience.
Tell us about the R&D behind innovations like MaxView and HeroCam.
We approach innovation from a fan-first perspective. With MaxView, we reimagined how cricket could be consumed vertically on mobile. We conducted eye-tracking studies to understand user attention zones, then rebuilt our graphics and camera strategies accordingly. The result was an immersive, one-to-one experience—where it feels like the player is performing just for you.
Fans can now simply swipe up while watching a match to catch all the key moments in short-form clips—just keep swiping to skim through the action. A single tap brings you back to the live game instantly. Want more control over how you watch? Swipe left to explore multiple camera angles of the live match, making the viewing experience more dynamic and personalized than ever before.
How did you manage the scale-up for JioHotstar ahead of the IPL launch?
We treated the merger as an opportunity, not a constraint. Between November and March, we delivered the ICC Champions Trophy while simultaneously preparing for the IPL.
We brought together the best of both teams to scale from 12–14 feeds to over 25, including VR, MaxView, sign language, kids’ content, and hangout feeds. It was ambitious but achievable—thanks to shared experience and visionary leadership.
What’s the strategic intent behind expanding into feeds like kids’ or sign language?
We’re building experiences for every member of the family. One match now serves multiple audiences—kids, data geeks, regional fans, casual viewers. From interactive IPs like Motu Patlu to analytical and entertainment-led commentary, our goal is to personalize the game without changing the game itself. The sign language feed, for example, was created to make the sport more inclusive for our fans with determination.
Will these innovations be extended to non-cricket properties?
Absolutely. We’re working to democratize technology across sports. Our partnership with IICT and StarLab enables us to scale features like sign language and interactive kids’ feeds to formats like kabaddi, football, and tier-two cricket.
What went into making PKL more modern and relevant?
We transitioned kabaddi from ‘mud to mat’ by building visual storytelling around its natural strengths. It’s fast, unpredictable, and hero-driven. Our camera setup is designed to capture every angle of this intensity, ensuring fans never miss a moment.
What was your production strategy for the Olympics?
We used digital to solve Olympic complexity. Fans could watch multiple events simultaneously, easily track Indian athletes, and explore niche sports like fencing or judo. It was about accessibility and designing a smart UI to guide diverse audiences.
What are your production priorities for the year ahead?
We’re focused on deepening fan-centric innovation. StarLab will serve as an R&D accelerator, helping us evolve through partnerships with startups and tech giants. Our goal is to study what worked, amplify it, and build the next big leap—across all sports, not just cricket.
Will your innovation efforts include non-cricket sports like the Premier League?
Yes. For the Premier League, we’re already running remote commentary in Bangla and Malayalam. Our aim is segmented delivery—serving hyper-local, hyper-relevant content to fans wherever they are.
How is AI being used across your production pipeline?
AI plays a role at every stage—from robotic cameras during capture to generating real-time highlights and multilingual voice cloning.
For example, Steve Smith speaking in Hindi is powered by AI. It helps us deliver more inclusive content without compromising quality or speed.
How are you innovating around advertising within sports broadcasts?
While contractual rights limit on-field integrations, digital gives us more flexibility. AdTech enables segmented, contextual targeting.
A kids’ stream shows kid-friendly ads; a tennis fan might see premium lifestyle brands. We match content, audience, and advertiser to create value for all.
Is there a priority between digital and linear broadcast?
We’re platform-agnostic. If a fan is on TV, we meet them there. If they’re on mobile or OTT, we deliver accordingly. Our responsibility is to serve fans—not chase formats.
What’s JioStar’s role at IICT?
At JioStar, we’re thrilled to support the Indian Institute of Creative Technology’s (IICT) mission to build a global center of excellence for media innovation.
The IICT launch at WAVES 2025 reflects a broader movement to position India as a global creative powerhouse. Through StarLab, we’re helping co-develop future-ready skills, tools, and platforms that will empower the next generation of creators and storytellers.
Is AI helping manage costs?
Cost isn’t the primary filter—fan experience is. If a technology enhances the viewer experience, we invest in it. AI does help with efficiency, but that’s a byproduct, not the driver.
How will sport tech help scale emerging sports like eSports, padel, or pickleball?
Technology is lowering the entry barrier. We can now broadcast games using just mobile phones and basic internet.
That means emerging sports don’t need massive budgets to reach fans—they just need the right tech stack.
Are you investing in sport-tech startups?
Through StarLab, yes. We’re incubating, hosting hackathons, and forging strategic partnerships to integrate disruptive technologies into our ecosystem. Startups are a rich source of next-gen ideas.
How crucial is deep analytics to storytelling in sports?
Incredibly crucial. Predictive analytics allows us to craft narratives in advance—not just react to the game. It turns data into drama, helping fans feel smarter without making the content feel technical.
What are the learnings for JioStar from events like the Super Bowl and EPL?
JioStar is on par with global benchmarks like the Super Bowl and EPL, thanks to precision planning, cutting-edge tech, immersive fan engagement, robust infrastructure, omnichannel delivery, hyper-local storytelling, and a collaborative innovation mindset.
