VETO has announced a creator-led cricket content strategy around the T20 World Cup, bringing together some of the country’s prominent cricket voices as it seeks to strengthen its position as India’s family-first Connected TV (CTV) platform.

The initiative aims to deliver expert-driven, multi-format programming designed for large-screen viewing and family audiences.

According to a VETO press release, the platform has partnered with former cricketers Aakash Chopra, Ravichandran Ashwin and S. Badrinath, along with senior cricket journalist Samip Rajguru, to offer comprehensive cricket programming during the tournament.

The coverage will feature match previews, post-match analysis, tactical breakdowns, interactive watch-alongs, exclusive conversations and behind-the-scenes insights, all available exclusively on the platform.

The company said the initiative is part of its broader strategy to create a trusted and unified large-screen viewing destination for families, while also catering to cricket enthusiasts seeking deeper context and expert perspectives beyond live broadcasts.

Ritu Dhawan, Managing Director of VETO Streaming Media Pvt Ltd, said the move reinforces the platform’s vision of building a family-centric digital ecosystem. She noted that the T20 World Cup presents a high-attention opportunity to bring together former cricketers, credible journalists and digital creators to offer a differentiated cricket destination. The platform, she added, aims to address fragmented consumption by providing audiences with a single destination for expert analysis, real-time updates and meaningful engagement throughout the tournament.

Positioning itself as a ‘second screen’ for the T20 World Cup, VETO intends to provide viewers with contextual insights and in-depth analysis within a seamless Connected TV experience. The company also indicated that the initiative reflects its long-term commitment to developing a year-round cricket content ecosystem that extends beyond major tournaments.

By consolidating authoritative cricket voices and focusing on depth, credibility and community engagement, the platform aims to establish itself as a reliable destination for expert-led cricket coverage while strengthening its presence in India’s evolving digital streaming landscape.