The feature, called Clips, uses Google Cloud’s Gemini models along with multilingual speech and image-processing technology to identify potentially engaging portions of Zee5’s long-form catalogue. Users viewing a Clip can move directly to the full-length movie or show from which it was generated.
Also Read: Zee5 revamps streaming platform with AI-led discovery, expands free and premium content
The technology was jointly developed by Zee5 and Google Cloud using Gemini Pro, the Chirp multilingual model, Cloud Vision API and deep-learning models for image processing. It processes long-form content to identify moments that can be repackaged automatically into short-form vertical videos.
The companies are seeking to use the technology to turn Zee5’s existing catalogue into short-form content at scale rather than producing each video separately.
Zee5 said early viewing behaviour on the platform has shown users moving from Clips to full-length titles, though the company did not disclose specific data on conversion or engagement.
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.”The feature gives Zee5 another route for users to browse its catalogue, with the short videos functioning as previews for longer movies and shows. Viewers can swipe through Clips and enter the corresponding full-length title if they want to continue watching.
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. The solution uses AI to identify engaging moments within long-form content and automatically transform them into short, vertical videos, creating a more intuitive entry point into the Zee 5 catalogue. Co-built with Google Cloud, it brings together Gemini models, the Chirp multilingual model, Speech-to-Text, Cloud Vision API and deep-learning models to process and package content for discovery at scale. The technology gives us a more intelligent way to connect individual moments with the larger stories they come from, while creating new pathways for audiences to explore the breadth of content available on Zee 5”.
The collaboration comes as streaming platforms increasingly experiment with short-form and vertically formatted video as a way to attract viewers and direct them towards longer content.
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.”
Zee5 is the digital streaming platform of Zee Entertainment Enterprises Ltd. Its catalogue includes movies, series, live sports, animation and children’s entertainment across languages including Hindi, Tamil, Telugu, Bengali, Malayalam, Kannada and Marathi.
Leave a Reply