ZEE5 looks at Israel for AI-based solutions

ZEE5, the OTT destination and digital entertainment platform of media and entertainment major ZEE Entertainment Enterprises Ltd., has announced a strategic partnership with Applicaster, one of the leading global cloud platforms for media app development and management in the media space.

The collaboration inked recently in the presence of Pavan Kapoor, the Indian Ambassador to Israel, will focus on redesigning the entire interface of the ZEE5 app, given the evolving trends and preferences of the new-age OTT viewer.

The collaboration is one among many that ZEE5 is undertaking with the Israeli startup's excelling in bringing in Artificial Intelligence (AI) tools to enhance user experience and allow the streaming service to make its platform interactive.

More than a dozen Memoranda of Understanding (MoU) have already been inked by ZEE5 with the Israeli company focusing on use of deep technology to gauge user behaviour and generate content best suited to a user's needs.

The partnership between ZEE5 and Applicaster will ensure a high-quality entertainment experience to the former's 61.5 million monthly active user base.

"India is the world's fourth largest app market and one of the most crowded one for OTT players. ZEE5 has been a frontrunner in bringing the best-in-class experience for subscribers seeking entertainment content in multiple Indian languages," Tarun Katial, CEO, ZEE5 India, said.