Technology’s role in sports is moving beyond simply enabling scale to make the viewing experience more inclusive, personalised and seamless, Akash Saxena, Chief Technology Officer, JioStar, said at FICCI FRAMES 2026.

According to a JioStar press release, Saxena spoke during the panel discussion ‘Lighting Up a Billion Screens’, moderated by sports journalist and broadcaster Mayanti Langer. The panel also featured Sheeladitya Mohanty, Head of Marketing, OpenAI India; Ravi Kishan, Member of Parliament and actor; and former Indian cricketer Irfan Pathan.

Saxena said JioHotstar has been building a virtual stadium experience since its inception. The platform spans devices ranging from feature phones to large screens and has expanded across multiple languages.

He said the platform’s approach to scale is also focused on inclusivity and building for Bharat, and not just India. From starting with five languages, JioHotstar has now expanded to 12 languages. Saxena said this is not simply about translating content, as each language has its own story.

Saxena also explained how technology can reduce the effort involved in discovering and consuming content. For example, when viewers select commentary in a particular language, the platform remembers their preference so they do not have to make the same choice repeatedly.

He also highlighted ways for fans to interact with the platform without stepping away from the match. He mentioned the Swiggy integration on JioHotstar, which allows users to order food directly from the app while continuing to watch the match.

Looking ahead, Saxena said the focus will be on understanding how people spend time on the platform and creating experiences that serve their needs while keeping them connected to the event. He said, ‘Technology should be the fabric of the experience, not be the hero.’