Days after government’s decision to ban 59 Chinese apps, Zee5 has announced the launch of HiPi – a ‘Made in India’ short video platform that aims to fill the gap. The new platform, which is touted as a “made for an Atmanirbhar Bharat” (self-reliant India), is aimed at content creators in India. 

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The company has confirmed that the new platform will be launched before July 15. The Zee5 app will offer access to the HiPi platform upon its launch.

“The name HiPi comes from the vision of a youthful and carefree planet where everyone can express themselves with freedom and confidence,” the company said in a press note.

Even though the company hasn’t shared too many details about the platform, the screenshots unveiled by it confirm that the new platform will require a registration to let users view and share their videos. This suggests that the experience would be a bit different from the Chinese platform.

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Zee5 has already got a strong presence in the OTT market with over 1.25 lakh hours of on-demand content — along with over 100 live TV channels. The app was up until now competing against over-the-top platforms such as Amazon Prime Video, Netflix, and SonyLIV.

The app had recently added over 4,000 free hours of kids-focussed content through Zee5 Kids in nine languages, namely English, Hindi, Marathi, Tamil, Kannada, Telugu, Bengali, Malayalam, and Bhojpuri.