ZEE5 aims to increase web reach by 5x through newly launched Progressive Web App

The launch of PWA enhances customer experience and increases acquisition manifold across markets, urban as well as regional

e4m by exchange4media Staff
Published: Dec 23, 2019 5:53 PM  | 4 min read
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Reiterating its position as a leading producer of original content and to satiate India’s ever-growing demand of consuming seamless content on the go, ZEE5 gave another reason for 1.3 bn Indians to rejoice. ZEE5 turned its mobile website into a Progressive Web App (PWA) to increase web reach by 5x. The refreshed version of the mobile web app will help users add ZEE5 icon to their Home screen, instant and smooth page loading in poor network areas, quick user interaction for a smoother experience, hassle-free offline browsing and works without difficulty on mobile devices with low storage.

Being country’s largest producer of original content, which offers 100+ originals in 12 languages across genres, it was a natural progression for ZEE5 to turn into a PWA and offer seamless content viewing experience for consumers on the go. Earlier this year, ZEE5 had announced a slew of announcements with leading technology start-ups from Israel that accelerated the superior technological experience it wanted to bring to its 8.9 Mn peak DAUs who consume content on our platform. The PWA version of the website is now made possible due to the tie-up with Kaltura player, allowing users a brand-new immersive web experience of the robust content library on ZEE5.

The updated PWA version of the platform will allow users to access 1,00,000+ hours of content seamlessly. Since it is a lighter form of an app, the player loading will be faster than before. Other advantages which PWA brings to the fore are overcoming issues such as poor network connectivity and low device storage. This technological advancement by ZEE5 will play a key role in enhancing the consumer experience by carrying out all functionalities of a full-fledged app.

Tarun Katial, CEO, ZEE5 India commented, “We are in the business of entertaining India on-the-go, 24x7. After changing the content game in the Indian OTT ecosystem, we were keen to bring an incomparable viewing experience that can complement both our largest library of content in the country as well as the wide array of users who log on to our platform from all corners of the country. PWA (Progressive Web Application) is a fantastic model because it loads faster and does not require space on the phone. In tier 2 and tier 3 towns, where many users’ phones are not as equipped with the right hardware, people have lesser space on their phones and comparatively slower data connectivity. PWA version of our mobile web will enable the content to be loaded instantly and smoothly even in poor network conditions. We will continue to invest in creating original content, high-tech and big data to meet India’s ever-growing demand for consuming content in their preferred language on ZEE5.”

Tushar Vohra, Head Technology, ZEE5 India said, “PWA stands in between native apps and a website, providing the smooth and seamless experience of a native app while allowing the benefit of not taking any space on the device. We have developed an agile and lightweight computing platform, reducing the first paint impression duration from 30+ seconds to 10 seconds on a slow 3G network, a reality in Indian Telecom. Our experience has seen that the premium audience prefers to consume content via the mobile web rather than the app, and this makes it even more important for us to provide consumers with a superlative viewing experience that will do justice to the superior screens they will access it from. Now with the payment gateway embedded into the new version, there is literally no compulsion for even our SVOD viewer to log onto our app. We are confident that every viewer will be spoilt for choice and experience henceforth on ZEE5.”

ZEE5 has rolled out 100+ originals so far (Feb 2018 to Nov 2019) across genres, and the platform is committed to launching 15-20 OCs by March 2020. It has crossed 100 million+ downloads since launch on the Play store and has recorded a peak of 8.9 million DAUs as of September 2019.

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