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Zee5 launches short video platform 'HiPi', lays focus on brand safety

Presently available for Android, the platform has 400+ influencers and a number of television celebrities on board

Zee5, the OTT platform from Zee group, has launched a home-grown short video platform, HiPi — riding on the Prime Minister's call for self-reliance. The android version was beta launched on Friday and the iOS version will be launched soon. 

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"In the era of Atmanirbhar Bharat, where users can be themselves and have fun in a brand-safe, extremely creative and happy environment, HiPi is a perfect platform for content consumers to content creators," the company said a statement. 

Speaking at the launch, Tarun Katial, CEO, Zee5 India, said, “The launch of HiPi is a proud moment for us as the short video platform was developed in India keeping with the ethos of Atmanirbhar Bharat. HiPi revolutionises the entertainment experience, by giving a universally accessible platform to unmask the latent talent present inside each of us, taking us from being a Fan to Fandom! Continuing with a focus on customer centricity, HiPi will help Indians to connect with their millions of fans and stand a chance to step into the real Fandom world. A platform that will be the official Home of Entertainment and entertainers! As we go live today, HiPi takes Zee5 a step closer to its ambition of becoming India’s Entertainment Super-App." 

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Speaking about the idea behind the platform, Rajneel Kumar, Business Head, Expansion Projects and Head of Products, Zee5 India, added, “The vision for HiPi stemmed from an idea to further grow Zee5 as a one-stop destination for the new and dynamic India. And a lot of care has been taken to build this platform to enable a creatively charged environment, which simultaneously empowers the creators, users, brands and viewers alike. The framework of the platform has been created to encourage more creativity and engagement while also making sure that the security and safety of our users are never compromised. It is a platform truly made in India, made for India.”

Kumar said the app is safe for viewers and advertisers. "We have invested heavily in creating a multilingual moderation support, which takes into account AI and machine learning, which will make the platform safe. For us, safety means safety of the viewers, so that no objectionable content is posted and also creating a brand-safe environment for brands and advertisers," he said. 

Speaking about the monetisation plans, Kumar said the app will allow creators to upload content and be a 'certified creator'. Once they are a certified creator, they will be able to support the ad revenue attributed to them, which will be transparently transferred out to them.

"To get advertisers from across the country, we are rolling out a self-serve platform, which allows advertisers to connect with influencers directly to create content for their platform. That's a 360-degree approach that we are taking for monetisation," he added. 

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