Short-form video had become a craze on the social media and the sudden ban on the ubiquitous TikTok by the Indian Government in the list of the blanket ban on 59 Chinese apps, has definitely thrown the life of many social media enthusiasts into disarray.
There’s no better time for Indian OTT operators to come out with desi alternatives and as expected, it is none other than the Zee5 OTT platform which once again stood tall to launch HiPi, the short-video creation platform which is available inside the Zee5 app.
Having been in the works for a while, named as Hypershorts earlier, the launch of this platform re-christened as HiPi was announced by the OTT operator at its second anniversary celebrations, earlier in February this year.
HiPi, as a name, is derived from the Company’s vision of a youthful and carefree planet where everyone can express themselves with freedom and confidence; a fun place where users can uninhibitedly and unapologetically be themselves without the fear of being judged.
To be accessed inside the Zee5 app, this short-form video app offers celebrities, influencers and users to create and share their ingenious and exciting content in up to 90-second videos with the help of state-of-the-art features.
Zee5’s exciting and innovative platform looks like a definite response to the Government’s “Atmanirbhar Bharat” call, by creating a destination which fandoms and storytellers can call their own, according to the Company.
A word of caution is that HiPi has entered an increasingly crowded user-generated market and will face stiff competition from the likes of Poposo, Mitron TV, Chingari and others. Still, what would make HiPi stand out in the crowd is that its videos will be over a minute long compared to TikTok which capped lip-synced videos at 15 seconds.
The Company has declared that HiPi is presently launched as a free ad-supported format, but the Company has plans to convert it into a subscription-driven service integrating it more closely with Zee5, in the near future.
This short-form video platform is definitely destined to unlock the potential creative talent of the diverse content creators of our country by encouraging self-expression and thus being the catalyst for paving their way to stardom.
HiPi is perhaps the answer to making Zee5, a one-stop destination for digital videos, by becoming a “super app of entertainment”.