iWorld
Inside ZEE5’s strategy to scale its upcoming UGC section
MUMBAI: In its quest to become an entertainment super app, ZEE5 is soon getting into user-generated content platform Hypershots. ZEE5 India expansion projects business head and product head Rajneel Kumar seems confident about the new user-generated content (UGC) venture with the expectation that it will start to spike soon.
“Over the last year we have been focused on moving away from two primary types of content, catch-up TV content and original programming, to get into different types of content use cases that we create for users,” Kumar said in a virtual roundtable hosted by Indaintelevision.com. He added that it got into the music video, live TV, news bouquet sections including channels outside the Zee network.
He mentioned that it launched a gaming platform Play, which saw good traction initially. It has experienced upto six sessions per day per user each of eight mintues and which cemented the decision to build UGC as another use case on the platform.
Kumar said that they had to approach tech stack and product stack very differently for UGC. He added that while consumers want an immersive experience of OTT content that happens on landscape mode whereas they have to look at a portrait mode for UGC coupled with a full-screen experience. To tackle UGC content, it went on even changing the kind of streams that it uses i.e., moving away from the traditional HLS with DRM etc., to moving on to mp4 and more importantly being able to optimise that.
Asked about the progress, Kumar answered that it is at the beta stage of testing for the UGC platform. He added that ZEE5 is trying to integrate it into the core application but carefully by taking into account performance on all device types.
“For us, user experience suddenly has a new complexity. We are putting a mid-budget movie next to a creator from anywhere and for the user either of the content can be important or one might be more important than another. That’s why we are working on hyper-personalisation. At the very core of it, the more personal we make the platform, the better we will be able to alert the content for consumer and that cuts across UGC, catch-up, original and every other segment,” he added.
During lockdown many users started discovering more original content. Hence, the platform has seen a spike in its subscription. It has seen a significant spike on its news content as well during this period. Kumar said that they put the high effort for personalising recommendation around news to make sure that it is localised.
“When you are going from eight million to 100 million DAUs, of course, there is a completely new paradigm we will be dealing with. All of the systems will be tested because the concurrency of users coming on the platform also suddenly changes. Every single layer needs to scale up. The good part is companies like us have always been cloud-native and we are working with scalable companies. Also, core technology providers like AWS, Google have also moved to a serverless deployment where you don’t need to really linearly scale one after other, you could have multiple instances ready at the same time. The ecosytem is coming together to support,” Kumar said.
However, he mentioned that it would be an interesting challenge to see how they differentiate the UGC section from existing ones by offering various propositions to bring more users to the platform.
iWorld
UK races towards under-16 social-media ban and tighter leash on AI chatbots
Ministers eye Australian-style curbs within months, vowing to close loopholes that expose children to risky AI and online harms
UK: Britain is sprinting towards a social-media ban for under-16s and a clampdown on AI chatbots, as ministers scramble to get ahead of fast-moving digital risks to children.
An Australian-style prohibition on under-16s using social platforms could arrive as early as this year. At the same time, the government wants to shut a loophole that leaves some AI chatbots outside existing safety rules.
Keir Starmer’s government launched a consultation last month on banning social media for under-16s and is now working on legislative changes that could land within months of the consultation closing.
The push comes amid a broader international shift. Spain, Greece and Slovenia are exploring similar bans after Australia became the first country to block social-media access for under-16s. Scrutiny of AI has intensified since Elon Musk’s flagship chatbot, Grok, was found to be generating non-consensual sexualised images.
Britain’s 2023 Online Safety Act is among the world’s toughest regimes, yet it does not cover one-to-one interactions with AI chatbots unless content is shared with other users. That gap, Liz Kendall said, will be closed.
“I am concerned about these AI chatbots… as is the prime minister, about the impact that’s having on children and young people,” Kendall told Times Radio. Some children, she said, were forming one-to-one relationships with AI systems “that were not designed with child safety in mind.”
Proposals will be set out before June. Tech firms, Kendall said, would be responsible for ensuring their systems comply with British law.
Ministers are also consulting on automatic data-preservation orders when a child dies, allowing investigators to secure vital online evidence — a measure long sought by bereaved families. Other ideas include curbs on “stranger pairing” on gaming consoles and blocks on sending or receiving nude images. The changes would come as amendments to crime and child-protection laws now before parliament.
The child-safety drive is not without friction. Such rules can have knock-on effects for adults’ privacy and access to services, and have already stirred tensions with the United States over free speech and regulatory overreach.
Some large pornography sites have chosen to block British users rather than conduct age checks. Those blocks are easily sidestepped with virtual private networks, which the government is considering restricting for minors.
Many parents and safety advocates favour a ban. Yet some child-protection groups fear it could push harmful behaviour into darker, less regulated corners of the internet or create a sharp cliff edge at 16. Ministers still need to define, in law, what counts as social media before any ban bites.
The direction of travel, though, is clear: faster rules, fewer loopholes, and a shrinking tolerance for digital wild west. For tech firms and teenagers alike, Britain’s online free ride looks set to end at speed.
