{"id":643,"date":"2026-05-25T11:37:23","date_gmt":"2026-05-25T11:37:23","guid":{"rendered":"https:\/\/relocationobserver.com\/?p=643"},"modified":"2026-05-25T11:37:23","modified_gmt":"2026-05-25T11:37:23","slug":"indias-jiostar-chief-uday-shankar-says-cricket-boards-are-pricing-themselves-out-of-their-biggest-market-exclusive","status":"publish","type":"post","link":"https:\/\/relocationobserver.com\/?p=643","title":{"rendered":"India\u2019s JioStar Chief Uday Shankar Says Cricket Boards Are Pricing Themselves Out of Their Biggest Market (EXCLUSIVE)"},"content":{"rendered":"
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\n\t\u201cCricket is at a crossroads,\u201d says Uday Shankar.<\/p>\n

\n\tAs vice-chair of JioStar \u2013 the behemoth Indian platform that serves more than 500 million viewers, spends some $3.9 billion a year on content, and was built, in no small part, on the back of cricket rights \u2013 he is not speaking as a neutral observer. The 2022 Indian Premier League (IPL) cricket tournament auction saw rights value soar to $6.2 billion, a per-match valuation of $15 million second globally only to the NFL. The boards played competitive dynamics brilliantly to get there. The problem, says Shankar, is that the buyer universe has since shrunk dramatically, and the ones still competing are doing the math. \u201cWhy should you really expect JioStar to pay the same value for a match between India and Afghanistan, India and Bangladesh, or India and Sri Lanka that I pay for a match between India and England or India and Australia?\u201d he says. The answer, as far as he is concerned, is that they shouldn\u2019t \u2013 and until cricket\u2019s administrators globally reckon with that, the sport risks pricing itself out of the primary market that funds it.<\/p>\n

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\n\t\u201cJioStar is the goose that lays golden eggs,\u201d he says. \u201cNow they have to decide whether they want to kill the goose or keep [it] laying eggs.\u201d He describes an active internal inquiry at JioStar into how much further the company can commit to the sport. The Future Tours Program, cricket\u2019s scheduling framework, draws particular impatience. It almost looks, he says, like it was designed when the East India Company was still running the world.<\/p>\n

\n\tHe is not predicting a walkout. He is issuing a warning with a specific commercial logic. \u201cThere are sensible people in cricket administration,\u201d he allows. \u201cBut the entire group of administrators globally needs to come together, because India \u2013 and within India, one or two media companies \u2013 are so fundamental to the future of cricket.\u201d<\/p>\n

\n\tThe market appears to be catching up with his argument. With the current rights cycle expiring in 2027 and a new auction expected ahead of the 2028 season, analysts at Media Partners Asia are already projecting the next cycle will hold flat at around $5.4 billion \u2013 matching the current deal in headline value at current exchange rates compared to 2022 but representing a 13% decline on a per-match basis, as the expanded match schedule dilutes individual game value. With the merger of Viacom18 and Disney\u2019s Indian operations having removed the primary source of competitive tension from the previous auction, the dynamics that drove the 2022 price surge are unlikely to repeat. <\/p>\n

\n\tThe person saying this is not a media executive who stumbled into cricket. He is, at root, a journalist \u2013 one who built a career on going to places others wouldn\u2019t, asking questions others hadn\u2019t thought to ask, and watching an India that most of his industry preferred to keep at arm\u2019s length.<\/p>\n

\n\tHe was a student at Delhi\u2019s Jawaharlal Nehru University in the early 1980s, left-leaning, campus-active, convinced he could change the country through politics. Then something clicked. \u201cI realized just in time that you don\u2019t change anything in politics,\u201d he tells Variety<\/em>. \u201cPolitics changes you.\u201d He became a journalist instead, deliberately choosing to go to Patna in the thick of Bihar\u2019s upheaval \u2013 the Mandal Commission fallout, caste wars, extreme left-wing unrest \u2013 while his peers chased postings at the Economic Times and the Times of India in Mumbai and Delhi.<\/p>\n

\n\tThe television obsession came from a single moment. In 1991, he caught Gulf War coverage at a friend\u2019s place on CNN \u2013 access that required, in those days, an enormous satellite dish and a good deal of luck. In a country where literacy was limited and newspaper penetration was thin, he understood immediately that television was going to be the most powerful instrument India had ever seen for reaching people. He walked out of his job at the Centre for Science and Environment, where he had been part of the team that launched the environment publication \u201cDown to Earth\u201d and had edited a citizens\u2019 report on the state of India\u2019s environment, and set out to make it in TV.<\/p>\n

\n\tSeveral years of struggle followed. He freelanced \u2013 small news packages, current affairs shows, executive producer credits on programs anchored by Karan Thapar. He went for job interviews at news channels, most of which no longer exist. At one, the woman interviewing him delivered her verdict at the end of the session: he did not have in him what it took to succeed in television, and her advice was to go back to print. \u201cI came back disheartened,\u201d he says. \u201cBut I think that\u2019s the kind of thing that just reinforced my determination.\u201d<\/p>\n

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\n\tThe break came when Aroon Purie decided to launch news channel Aaj Tak and took a chance on Shankar despite his limited live news background. \u201cThe credit goes to Aroon Purie,\u201d says Shankar. \u201cIt worked brilliantly for me.\u201d<\/p>\n

\n\tThen came the Murdochs\u2019 Star India. By the time he arrived, the network was successful but plateauing \u2013 strong in Hindi-language entertainment, catering almost exclusively to the urban middle class. He had one early conversation with Rupert and James Murdoch that confirmed his instincts. He asked them why, when everyone else was looking across Asia, they had decided to double down on India. Rupert\u2019s answer: \u201cThe power of a billion people and a democracy. How wrong could you go?\u201d Shankar saw the same thing. His response was a blitz of regional expansion \u2013 in the Bengali, Marathi, Malayalam, Kannada, Telugu languages \u2013 that rewired the logic of Indian television. He launched a Kabaddi League at a time when virtually no one believed in it; a friend told him he had become too arrogant, that nobody would watch. Some 450\u2013500 million people now watch the sport. <\/p>\n

\n\t\u201cThe aspiration to get a better life for themselves and their next generation was universal,\u201d he says. \u201cIt wasn\u2019t just limited to the middle class.\u201d<\/p>\n

\n\tOutside cricket, Bodhi Tree \u2013 the investment platform he co-founded with James Murdoch in 2022, backed in part by Qatar\u2019s sovereign wealth fund \u2013 has put significant capital into media and education, the latter through Allen Career Institute, a company that prepares roughly 400,000 students a year for India\u2019s ruthlessly competitive engineering and medical entrance examinations. \u201cPeople from small villages of Bihar and Uttar Pradesh and Madhya Pradesh who went to a school where the physics teacher didn\u2019t know any physics, the maths teacher didn\u2019t know any maths \u2013 these people were able to qualify for medicine and engineering because of support from businesses like Allen,\u201d he says. Bodhi Tree\u2019s thesis is to digitize that access and extend it further.<\/p>\n

\n\tA conversation with Shankar about Bollywood turns sharp. The success of \u201cDhurandhar\u201d \u2013 the spy thriller produced by Jio Studios that has become one of Bollywood\u2019s biggest recent hits \u2013 draws from Shankar a pointed diagnosis of what ails the industry. He credits the film\u2019s success not to any systemic improvement in Bollywood but to the fact that it was made by people outside the usual circle. The same talent insularity that has held Hindi-language cinema back has, by contrast, been avoided by cricket. \u201cCricket, for all its problems, has done one brilliant thing: it has opened the talent gate far and wide,\u201d says Shankar. He invokes pacer Akash Deep, who grew up in a village in southern Bihar without a road, let alone a cricket field, yet ended up playing for India. Until Bollywood reaches beyond its familiar bubble of writers, directors and actors, Shankar argues, it will keep losing the audience to Tamil, Telugu and Kannada industries that already have. \u201cThe viewers of cinema have moved far ahead of the makers of cinema,\u201d he says. \u201cThat is the big crisis.\u201d<\/p>\n

\n\tOn distribution, he offers a sharp data point: active connected TV sets in India now outnumber pay TV households. The transition has arrived. He does not lose sleep over it because, as he sees it, the mode of delivery matters far less than the quality of the IP. What does matter is the part of the stack nobody has touched: monetization. Streaming runs on the same two-legged model \u2013 advertising and subscription \u2013 that newspapers invented more than a century ago. \u201cMedia companies have done a great job of innovation in content,\u201d he says. \u201cBut innovation in monetization model has remained absent completely.\u201d AI enters the picture not as a threat to creative work but as a tool for producing content at lower unit cost and generating the data that could unlock new revenue streams.<\/p>\n

\n\tHe rejects the label \u201cmedia company\u201d entirely for what JioStar has become. Technology and creativity, he insists, are the only honest description. And yet the man making that argument spent his formative years filing from drought-hit villages and floodplains \u2013 and by his own account has never stopped thinking like a reporter. \u201cThe value that I add is I ask the questions,\u201d he says. \u201cPeople spend too much time trying to provide the answers and not enough time asking the right questions. At heart, I\u2019ve remained a journalist.\u201d<\/p>\n

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\n\tIt was, after all, the trade that saved him from politics.<\/p>\n

<\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

JioStar vice-chair Uday Shankar on cricket’s unsustainable rights costs, Bollywood’s talent crisis and why he still thinks like a journalist.<\/p>\n","protected":false},"author":1,"featured_media":642,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54],"tags":[665,666,667,668],"class_list":["post-643","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tv","tag-cricket","tag-indian-premier-league","tag-jiostar","tag-uday-shankar"],"yoast_head":"\nIndia\u2019s JioStar Chief Uday Shankar Says Cricket Boards Are Pricing Themselves Out of Their Biggest Market (EXCLUSIVE) - Relocation Observer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/relocationobserver.com\/?p=643\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"India\u2019s JioStar Chief Uday Shankar Says Cricket Boards Are Pricing Themselves Out of Their Biggest Market (EXCLUSIVE) - 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