After launching more than 100 originals in the past two years, now ZEE5 is now planning to compete with social media platforms like TikTok and Instagram.
To explore hyper-local content platforms, ZEE5, the video streaming service from Zee Entertainment Enterprises Ltd, is launching “Hypershots,” a short-form content app, this year considering the massive popularity gained by TikTok last year.
The app would feature 90-second user-generated content both from the celebrities and the general public. The company is hoping to catch on the world, which is saturated with short-video apps.
The CEO of ZEE5 India, Tarun Katiyal, said to Business Today, “We want to be the super app of entertainment, a one-stop destination for digital videos. We do not want users to come to us only for long-form and go somewhere else for short-form. The digital ecosystem will make users come back more and more, and their habit formation with ZEE5 will happen.”
Hypershots would have ad-supported content. But the service intends to become a subscription service eventually.
As a part of its investment in direct-to digital films, ZEE5 has plans to launch at least 15-20 films per year. This platform has already started to offer a live feed of Regional and National news channels like TV9, Suvarna, Asianet, and Republic.
Katiyal also says, “We already offer content in 14 languages, and we will be soon offering content in the Assamese too.” Besides strengthening its content portfolio, the service is also expanding its investments in technology.
“We have invested in a consumer data platform which enables us to build smaller and smaller cohorts and segments. Somebody would be a TV show lover, and some enjoy watching thrillers, while there is a segment which likes to watch new age women stories, there are language preferences too, also the frequency of usage. We can send personalized notifications to consumers based on all these parameters. We now operate in 1,200 segments of users,” said Katial to Business Today.
Recently, ZEE5 has also launched a new app for both Android and iOS devices simultaneously with a new progressive web app.
The company is planning to launch 80-1090 original shows for this year. The CEO said that the app has a target to cross 15 million daily user marks and 100 million marks for each month for this year.
It has also strengthened its adtech to provide a seamless experience for its advertisers. “It will allow enhanced targeting beyond what Google and Facebook offer,” added Katial.