Indian streaming service Zee5 has created an analog of the Chinese TikTok app blocked in India, called HiPi.
Zee Entertainment Enterprises Ltd. has been fighting with global giants like Netflix Inc. and Walt Disney Co. to reach more viewers in India for a long time.
Now, the service launched the HiPi platform to create and watch short 90-second videos, similar to the Chinese app TikTok. Both public figures and ordinary users can shoot and upload videos on the new service HiPi.
The company said that the creation of the Indian analog of TikTok has nothing to do with blocking the Chinese social network.
Recall that India's Ministry of Information Technology has decided to block 59 apps since, in view of the information available, they are engaged in activities which are prejudicial to sovereignty and integrity of India, defense of India, the security of the state and public order.
"The HiPi launch has nothing to do with the TikTok ban in India. We were working on HiPi for the last one year. Zee5 is now an "entertainment super-app" with content ranging from normal streaming fare to short videos to take on social media giants," said Tarun Katial, chief executive officer of Zee5.
The innovation will allow Zee Entertainment Enterprises, which manages Zee5, to occupy the niche vacated after TikTok left the market and more successfully compete with Netflix and The Walt Disney Company.