Zee 5 is seeing strong momentum for Clips, its AI-powered vertical short-video experience designed to expand how audiences discover and engage with entertainment on the platform. By surfacing compelling moments from its long-form catalogue in a quick, swipe-led format, Clips is transforming moments of discovery and creating a new pathway for audiences to sample content and move seamlessly into the full-length experience.
Engineered by the Zee 5 and Google Cloud teams, the technology behind Clips brings together the Gemini Pro, Chirp multi-lingual model, Cloud Vision API and deep learning models for image processing; to transform how long-form content is processed for discovery. The system identifies high-engagement moments within movies and shows, automatically converting them into short, vertical videos, enabling Zee 5 to create content for discovery from its existing catalogue at scale and speed.
More than a short-form viewing experience, Clips is creating a new way for Zee 5 to bring moments from its long-form library to audiences, opening up more intuitive pathways to explore the breadth of entertainment available on the platform. Audiences can sample a moment from a movie or show and move directly into the full-length title when it sparks interest. Early viewing behaviour is showing a meaningful movement from Clips to full-length content, reinforcing the role of short form as an entry point to deeper consumption.
Tejkarran Singh Bajaj, Business Head - Zee 5 India and AI & Innovation, said, “At Zee 5, we are looking at content consumption differently, and Clips is a direct reflection of that. Developed in collaboration with Google Cloud, it puts the most compelling moments from our long form catalogue right into the swipe journey, giving audiences a quick way to find something that catches their attention. What makes this particularly exciting is the ability to turn thousands of hours of existing content into fresh entry points, at scale, using AI. The early traction shows us that when technology is applied with a clear understanding of how people consume content today, it can fundamentally change the way audiences find their next watch.”
Pramod Prakash, Chief Technology Officer, Zee Entertainment Enterprises Ltd., said, “Clips was built around a simple audience need: making it easier for viewers to discover stories they may not have actively searched for. We are using AI to identify engaging moments within our long-form content and automatically transform them into short, vertical videos, creating a new and more intuitive way to enter the Zee 5 catalogue. The solution brings together the Gemini AI, Speech-to-Text and Cloud Vision API to process and package content at scale. We have generated 13,000 Clips from 1,200 titles so far, demonstrating what this technology can unlock across a large content library. Strategically, it gives us more ways to bring audiences from a moment of discovery into the full story.”
Amit Kumar, Managing Director, Digital Natives Business at Google Cloud India, said, “Our collaboration with Zee 5 on Clips is a great example of our deep partnership and it demonstrates how generative AI can drive measurable business value at scale. By leveraging Google Cloud’s advanced Gemini models, these joint AI innovations accelerate time-to-market for new platform features while continuously elevating the daily viewer experience.”
With Clips, Zee 5 is moving beyond conventional content discovery. By combining AI with an audience-first product approach, the platform is building more unconventional paths from a moment of interest to deeper content consumption, reinforcing its ambition to make the Zee 5 experience smarter, more intuitive and increasingly personal.
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