VETO Doubles Down on Bharat: 28 New Channels Target Regional Viewers

The subscription-free OTT platform expands its live TV roster to over 55 channels, betting big on hyper-local language content beyond the metros.

For a viewer in Madurai or a small town in rural Bengal, the digital shift often comes with a steep price tag. VETO, the subscription-free OTT platform, is looking to bridge that gap by aggressively expanding its library. With the recent addition of 28 new channels, the service has now pushed its total live TV count past the 55-mark, focusing heavily on a diverse linguistic mix that spans 12 Indian languages.

The strategy here is clear: move beyond the saturated urban markets. By introducing regional heavyweights like Kolkata TV, Sandesh News, Sakshi TV, and ABN Andhrajyothi, the platform is effectively positioning itself as a primary window for news and entertainment in the South and East. The additions aren't just limited to news; they include music staples like YRF Music and a bouquet of entertainment options like Tabbar Hits and Mahaa Maxx, aimed at capturing the cultural nuances of North and West India.

Diversifying the Digital Menu

Beyond the standard news feeds, the platform is curating a wide spectrum of content. From mythological storytelling and kids' programming to niche devotional channels like Sanskar and Total Bhakti, the mix is designed to cater to a multi-generational household. This is complemented by an existing library of over 500 hours of children’s animation and a sports segment that features analysis from former cricketers like R. Ashwin and Wasim Jaffer.

Ritu Dhawan, Managing Director of VETO, noted that this expansion is a deliberate attempt to make the platform a go-to destination for viewers across all age groups. By keeping the service free of subscriptions and mandatory logins, VETO is attempting to lower the barrier to entry for the "next billion" users who are increasingly accessing the internet via connected TVs.

The Bigger Picture: Why It Matters

This move signals a broader shift in India’s streaming landscape. While major global players have spent years fighting for the premium urban subscriber, the real growth engine now lies in the regional language market. VETO’s focus on 12 different languages—including Haryanvi, Bhojpuri, and Odia—suggests that the battle for the Indian living room is no longer about Hollywood blockbusters; it is about local relevance.

For the industry, this underscores a critical pattern: the "cord-cutting" phenomenon in India is being driven by the availability of free, high-quality, regional-language live TV rather than expensive, ad-free subscription models. If VETO can sustain this momentum, it risks disrupting the traditional cable operator model by offering a friction-less, hyper-local alternative that feels increasingly like the traditional TV experience many Indians grew up with.