Zee5 is ready to launch short-form content and they are naming it Hypershots. ZEE5 is an Indian video on demand service which is operated by Essel Group through their subsidiary company Zee Entertainment Enterprises. Zee5 was launched in 12 different languages in 2018.The app is available on Android, iOS, Smart TVs and many other devices.
Hypershots will let the user create content upto 90 seconds and will compete with Instagram, TikTok and YouTube. The CEO of Zee5, Tarun Katial said that they aim in being the “super app of entertainment, a one-stop destination for digital videos.” They want the users to have access to both long and short form. Hypershots will feature content that is ad- supported but they are looking forward to becoming a subscription service in near future.
The OTT platform is investing in direct-to-digital films and they aim to launch 15-20 films a year. It is also offering live feeds of regional and national news channels such as Asianet, Suvarna, TV9, and Republic.
Besides just building up on their content, Zee5 has also increased their technology investment by more than 100%. They have ensured that they offer enough options to personalize the app according to their choice. An investment in consumer data platform lets Zee5 create “smaller and smaller cohorts and segments”, added Katial. Further explaining about the 1,200 segments of users that they are currently operating, Katial said that the
choice of people vary tremendously. There are some that love to watch thrillers, some like television shows, some prefer to watch content in a specific language while some look forward to watching stories of women of modern age. Considering these choices they are able to send the users customized notifications about what they can watch on Zee5.
This is a remarkable step taken by Zee5 to launch short-form content especially when Indian users are boycotting Chinese platforms and trying to shift to Indian platforms for content creation.