ZEE5 pushes for a more personalised experience for viewers on the platform

ZEE5, the OTT platform from the ZEE stable, is upping the ante with a fresh content line-up for November. As announced last week, the line-up includes the digital premier of Ayushmann Khuranna-starrer ‘Dream Girl’, Hindi Originials like ‘Love, Sleep, Repeat’ and Season 2 of ‘Broken but Beautiful’; Tamil original series ‘Police Dairy 2.0’ and TV show ‘Gokulathil Seethai’; Original Bengali series ‘Bhalobashar Shohor Season 2’ and an exclusive music video ‘Rubaru’; Telugu Original series ‘Hawala’ and more. 

ZEE5 as a platform has its presence in 12 languages with high penetration in Tier 2 and Tier 3 cities, apart from Tier 1. It also includes a voice search feature which makes it easy for anyone nationally to use this platform. ZEE5 is also available across leading telcos Vodafone Idea, Airtel and connected devices namely Xiaomi MI TV, LG, Samsung, OnePlus TV, Sony Bravia. 

With 76.4 million monthly active users and 8.5 million peak daily active users, ZEE5 claims to be India’s faster “Contech” brand. 

ZEE5 has been simplifying its payment module to increase its SVOD base. A ZEE5 spokesperson informed, “The whole app is going through changes in terms of UI. Content shown on the platform is going to be very personalised on the basis of the viewers likes, dislikes and interests. Content shown to one user is going to be very different from another user. Users of the platform can expect a very personalised experience.” 

While claiming to have the largest content library in India, ZEE5 aims to maintain its user base on the basis of this content across genres and languages to further extend their growth. They also claim to have grown 1.7x in its user base from Q1 ’19 to Q2 ’19. 

Speaking on the marketing strategy, Yogesh Manwani, Head AVOD,SEO,News and Stories, ZEE5 India,said, “Our marketing initiatives are different for each piece of content, depending on its nature and who are we trying to reach out to. There is no one single approach that we have. We use different sets of mediums to reach out to our consumers.” 

He further said, “We use our platform itself a lot to market our shows. We have a sizeable audience on our platform with several hours of content available. To leverage the power of the platform itself and to allow the consumer to discover various content – new or old – we use this to reach out to our consumer through various means possible.” 

From a brand perspective, ZEE5 also has a unique Ad-Suite with features, including:

• Advault
• Infonomix
• Play5
• Ampli5

Advault provides videos, displays and masthead ads, allowing the brand to build awareness on the platform. Infonomix is designed to help brand in action-led campaign planning using five key parameters of targeting that include inventory, key-value and audience, connection, devices and geography. Further, it allows a brand to segment its audience by their interest, affinity and demographics. Infonomix gives power to brands to segment and target to reach right audience in the most effective way. Play 5 uses a gamification model to build desire within the consumer, and Ampli 5 through influencer marketing, in-show brand integration etc., generates the interest within the consumer. 

“While we have invested a lot in technologies like AI to better the consumer experiences, we have also invested in technology to design these Ad-Suite products to allow advertisers to meet their various brand and business KPIs. Through our technology and content, we try to deliver size and scale to our advertisers for the right audiences in a contextual manner and most importantly, in a transparent, measurable and brand safe environment,” Manwani added. 

Since its inception in February 2018, ZEE5 has have proven to be one of the fastest growing OTT platforms in the country, with growth in both content and technology. With its Ad-Suite model and versatile content strategy, ZEE5 has grown vastly, not only as a one-stop station of consumers’ content needs, but also providing unique solutions to advertisers to increase and sustain their presence on the platform.