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Zee5 Simplifies Streaming with AI
19 Sep
Summary
- Platform revamps to simplify content discovery across devices.
- AI extends beyond recommendations to improve user experience.
- CTV experience designed differently from mobile interface.
Zee5 is undergoing a significant revamp to streamline its streaming platform, addressing the challenge of content discovery in a crowded market. The platform's CTO, Pramod Prakash, detailed an end-to-end approach aimed at reducing user decisions and enhancing responsiveness across mobile and Connected TV (CTV) devices.
Artificial intelligence is central to this transformation, extending beyond traditional recommendation engines. AI is now employed for content discovery, processing, and customer experience, including AI-powered summaries and support capabilities. This aims to make the viewing journey more intuitive and accessible, particularly relevant in diverse markets like India.
The platform's strategy also prioritizes designing a distinct experience for CTVs, acknowledging the different interaction model compared to mobile devices. This includes simplified navigation and richer visuals, while ensuring a responsive and reliable performance across various TV platforms.
Key lessons from testing emphasize that a scalable OTT experience is built on numerous small interactions, focusing on responsiveness, reliability, and consistency. Zee5 aims to absorb technical complexity within its architecture, presenting a simple and familiar interface to viewers, regardless of their device or language.
