Ajay Sethi's success story in Dubai is truly heartwarming. Originally from Chandigarh, he arrived in Dubai in 1993 to establish a small business and has now become a prominent figure in cricket broadcasting. As the chairman and MD of the Channel 2 Group Corporation, he has recently extended the audio rights partnership with the International Cricket Council (ICC) for the upcoming T20 World Cup in the West Indies and the US, which is set to take place from June 1-29.

Under the terms of the new deal, the Channel 2 Group Corporation has secured the audio rights for India, Bangladesh, Sri Lanka, Pakistan, and the Middle East and North Africa (MENA) region until 2027. This represents a significant milestone for Sethi, who initially acquired the ICC global audio rights back in 2009. Speaking about this achievement, Sethi expressed his excitement, emphasizing the importance of the South Asian market in cricket and the trust placed in their ability to deliver exceptional radio content for the World Cups. Additionally, he mentioned the partnership with Big Talk and 100.3 FM for live World Cup commentary in the UAE, with further details about the lineup of commentators soon to be announced.

The Channel 2 Group Corporation has been known for featuring eminent figures in cricket broadcasting during every World Cup. Sethi highlighted their ability to bring renowned personalities such as Sunil Gavaskar, Kapil Dev, Clive Lloyd, and Zaheer Abbas into the radio commentary box, a feat that has been acknowledged and appreciated by the ICC. He stressed the significance of their efforts in promoting the game, emphasizing that the deals are not solely awarded based on financial bids, but also consider the commitment to enhancing the game.

Renowned cricketers, including former Pakistan captain Ramiz Raja, have commended Sethi and the Channel 2 Group for their contributions to the sport through top-tier commentary. Acknowledging the pivotal role played by Dubai in his journey, Sethi expressed his gratitude towards the country, reflecting on his personal and professional growth alongside the transformation of the city.