ZEE5 launched a new TikTok like short video sharing platform called HiPi. It will join the growing list of similar apps including from established players like Instagram (Reels) and YouTube (Shorts).
TikTok ban on India encourages Indian app developers and companies to create a similar app. Over the period we have seen many Indian alternatives to TikTok, such as Mitron, Bolo Indya, Roposo, Chingari, and ShareChat’s Moj.
Currently, the new platform is a part of the ZEE5 app available for Android users. Its iOS version is in development and would come at a later stage.
HiPi onboards more than 400 influencers and more than 70 Zee TV celebrities into the platform in the early stage. ZEE5 spokesperson also said that this launch is also due to the government’s focus on an ‘Atmanirbhar Bharat’.
The overall experience is just like TikTok and other similar apps on the short video category. It offers vertical scrolling feature to browse hundreds of videos. Users can like and share videos on other social media platforms.
Content creators can shoot and edit videos using their smartphone and Hipi app. It also allows us to add music tracks in the background. Business Head of Expansion Projects and Head of Products at Zee5, Rajneel Kumar, said that the content differentiation that made HiPi stand out from the competitors.
ZEE5 has also designed a sophisticated artificial intelligence (AI) based moderation system that helps their moderators and make check videos faster.
To encourage content creators to create consistent videos, HiPi has a model of certified creators. Creators required to follow certain protocols to become certified creators on the platform.
Once a creator certified by the HiPi team, they will have the access to creator’s dashboard that provides insights about the content.
Android users can download the ZEE5 app to enjoy the HiPi platform.