Top trends ZEE5 is bullish on for 2020
Tarun Katial, CEO, ZEE5 India, reveals the key focus areas of ZEEL’s digital video platform in the year ahead, which include regional content, hyper-personalisation, AI & Machine Learning and more.
Language content will continue to enjoy maximum consumption across India
An EY-FICCI report found that just 7 per cent of the total time spent on OTT platforms is spent on viewing English language content. In comparison, Hindi makes up for 63 per cent, and other regional languages together count for 30 per cent. The scope in growth of Indian language content, therefore, is huge.
Hyper-personalisation for Segment of ONE
Content needs to be hyper-personalised to a Segment of ONE. AI/ML helps in better discovery of content, recommendation engine and identifying different cohorts/ consumer taste clusters. This further helps ZEE5 serve content in consumers’ preferred language and provide them with a seamless content viewing experience.
Original content in various languages
There are various taste clusters that ZEE5 has identified across different languages. To satiate India’s appetite of entertainment, ZEE5 will continue to invest in churning out original content in various languages. The platform has so far released 100+ originals, which makes it India’s largest producer of original content, across genres and in 12 languages.
Rise of connected devices
ZEE5 is bullish on content being consumed via connected devices/ Smart TVs in the future, in addition to mobile devices. Brands like Xiaomi, Viu, Samsung, LG, Sony Bravia, One Plus, Onida are leading this change at the OEM level and Tatak Sky, Airtel Xstream, Dish TV at DTH/ISP level.
Artificial Intelligence and Machine Learning to play a vital role in discovery of content and personalising recommendation
Being a digital video platform, ZEE5’s entire roadmap focuses on how to offer users the best content seamlessly. It is critical to improvise user experience at the first touch point – when he opens the app. ZEE5 is shifting all its app framework on Applicaster. This content distribution and app development platform is cloud-based and provides insights and tools needed to engage and own audiences across all devices and platforms. Applicaster allows ZEE5to build a personalisation layer for the user, which would be a key differentiator.
The platform has collaborated with foreign tech companies that use machine learning to send personalised notifications and recommendations to each user based on their device, internet bandwidth, and content preferences. ZEE5 has an Auto Preview Tool that uses AI to pick the most relevant scene and auto plays the content that has given it multi-fold click through rates.
High levels of automation: The daily 25-minute episodes of the on-air shows that get uploaded on the ZEE5 platform gets converted into a 7-minute episode through machine learning without having to edit it. Very soon, ZEE5’s entire content and features QC will get automated to bring in scale and efficiency.
Deep tech and Big Data to play a major role in automation and productivity
ZEE5 follows data-led decision making – be it content commissioning, product enhancements or marketing promotions with its consumers. The platform has invested in a Data Lake, which will be the single source of data for all its data, automated dashboarding tool so that all data gets reported and picked from one source, CDP, which will help in all marketing activities and for better targeting and segmentation.
ZEE5 has invested in a huge data science team of 40-odd people who cut across Product, Content, Research and are constantly building models and churning data with business insights for informed decision making that has resulted in better ROI.
Ad:tech 2.0
While digital advertising spend in India has been traditionally mostly concentrated with Google and Facebook, OTT platforms with their massive user base have also started attracting brands lately.
In 2019, ZEE5 launched tools like Infonomix, Ampli5, Ad-Valut, WishBox and Play5 under its Ad-suite, which clearly indicated the platform’s aggressiveness to increase ad-revenue.
Almost every advertiser today – right from Unilever to Procter and Gamble, Colgate to all the large FMCGs, including Dabur, Pepsi, Coke, etc. – advertise with ZEE5. The platform is betting big on Ad:tech 2.0 to help deliver KPIs for brands in the most efficient way and in a brand safe environment.
Gamification 2.0
ZEE5 has tasted success via integrating Gamification across its key TV content. The kind of engagement levels and traffic the platform witnessed was unparallel. Gamification is here to stay and 2020 will see many brands adopting this to engage with their audience. The platform has launched ZEE5 Super Family (ZSF) and further, it is going to test gamification with alternate ending.
Also Read:
On its 1st Anniv, ZEE5 announces 72 new Originals, strengthens regional focus
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