India’s JioStar Chief Uday Shankar Says Cricket Boards Are Pricing Themselves Out of Their Biggest Market (EXCLUSIVE)

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Uday Shankar, vice-chair of JioStar, warns that cricket administrators risk pricing the sport out of its most important market by expecting steady high rights fees despite a shrinking buyer pool. He explains that JioStar built its business on cricket rights, now spends heavily on content, and is conducting an internal review of how much further it can commit. Shankar criticizes cricket scheduling and calls for global administrative coordination while arguing media companies must innovate monetization beyond ad and subscription models. He also frames JioStar as a technology-and-creativity company, discusses AI as a cost and data tool, and reflects on his career and Bodhi Tree’s investments in media and education.

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