Prime Video global rankings spotlight Indian originals’ popularity 
Guest Column: Does TRP policy ’26 keeps pace with changing paradigm? 
WAVES OTT tops 10mn users; aims to double base by Mar ’27 
‘Bhooth Bangla’ tops April BO as 2026 collections rise 15%: Ormax 
Backing Ash, Madhuri slams body-shaming over Cannes appearance 
‘He-Man Returns’ in Epic New Movie 
Balan: The Boy’ trailer promises mystery and thrills 
‘The India Story’ promo out now 
Henry Cavill, Kevin Hart team up for Netflix comedy 
‘Athiradi’ to stream on SonyLIV on June 19 
JioStar has rolled out its latest ‘Watch on HD’ campaign, positioning high-definition viewing as the default way to experience the TATA IPL on linear television. Anchored by a relatable brand film, the campaign highlights how audiences, especially younger viewers, are increasingly expecting HD as a baseline rather than an upgrade.
According to a JioStar press release, the campaign centres on a light-hearted film set in a typical Indian household. During an IPL match, a young boy walks in to find his parents watching the game in standard definition and questions their choice. He quickly switches to Star Sports HD, leading to a humorous reversal where the child playfully critiques his parents for not keeping up with changing viewing habits.
The narrative taps into a broader cultural shift where younger audiences are often driving technology adoption within families. By placing a child at the centre of the story, the campaign subtly reinforces how HD has become instinctive for the new generation, shaping how households consume live sports today.
Built around the idea that “Bacchon ko bhi pata hai TATA IPL ka asli maza sirf Star Sports HD par,” the campaign underscores the importance of clarity, detail, and immersive visuals in enhancing the viewing experience. For a high-energy spectacle like the IPL, these elements play a crucial role in capturing everything from on-field action to emotional moments.
A JioStar spokesperson noted that the TATA IPL continues to be one of the biggest drivers of shared viewing in India, and the network’s focus remains on delivering the best possible quality. With HD now widely accessible, the campaign reflects both evolving consumer expectations and the ease with which viewers can upgrade their experience.
As the tournament continues to bring families together, the campaign positions Star Sports HD as the go-to destination for fans who want to experience every moment in its fullest detail, reinforcing that the way India watches cricket is steadily moving towards a high-definition standard.
