From AI to Hollywood: Zee 5 unveils its biggest entertainment revamp yet
Mumbai/IBNS: Streaming platform Zee 5 has announced a major revamp of its mobile and Connected TV experience, introducing AI-led discovery, enhanced personalisation and a redesigned interface aimed at making content discovery faster and more intuitive.
The revamped platform will organise its content across five distinct sections — Premium Entertainment, Free 5, KidZ, TV and Sports — as Zee 5 looks to cater to changing viewing habits across devices.
AI and personalisation at the core
Personalisation forms a key part of the revamped experience, with the platform designed to recommend content based on individual viewing interests.
Zee 5 is also introducing AI-powered features aimed at making content discovery and user interactions smoother. An AI-powered customer support assistant will provide near-instant assistance with issues related to subscriptions, playback, content access and devices.
The platform said it is also strengthening its data privacy measures with additional safeguards as part of the technology overhaul.
The redesign has been developed following consumer studies, focus group discussions and analysis of existing app feedback across different Indian markets. Zee 5 said the research focused on understanding how audiences discover and consume entertainment on mobile devices and Connected TVs.
Five entertainment universes
The new experience divides Zee 5's offering into five entertainment universes — Premium Entertainment, Free 5, KidZ, TV and Sports.
The company said the structure is intended to simplify navigation while giving users access to its diverse content library.
The platform also conducted intensive testing, including "Bugathons", involving teams from product, engineering, quality assurance and design before rolling out the new experience.
Premium English content slate announced
Alongside the product revamp, Zee 5 has announced an expanded premium English entertainment slate, featuring global cinema and Hollywood talent.
Through collaborations with PVR INOX PICTURES and Lionsgate Play, the platform will offer a slate of digital premieres, including Normal, featuring Bob Odenkirk, Henry Winkler and Lena Headey; The Invite, starring Seth Rogen, Penélope Cruz, Edward Norton and Olivia Wilde; Anxious People, featuring Angelina Jolie and Jason Segel; and Babies, starring Seth Rogen and Anna Kendrick.
The line-up also includes The Wizard of the Kremlin, starring Jude Law; How to Make a Killing, featuring Glen Powell and Margaret Qualley; Tony, featuring Dominic Sessa; and Paper Tiger, starring Adam Driver, Scarlett Johansson and Miles Teller.
The expanded English-language offering is part of Zee 5's broader effort to strengthen its premium content proposition in India.
Free 5 gets a new identity
Zee 5 is also reimagining its free entertainment offering under the Free 5 brand.
The refreshed section will feature series, movies, Korean and Chinese dramas, anime, news, micro dramas and creator-led content, across multiple languages and genres.
The company said the expanded free catalogue will be available without a subscription, while also creating new opportunities for advertisers to reach audiences across different content categories and viewing occasions.
Zee 5 expands sports and regional content
The platform's content expansion comes after it secured the rights to the FIFA World Cup 2026 and 2030 and expanded its content slate across seven languages.
Commenting on the revamp, Tejkarran Singh Bajaj, Business Head – Zee 5 India and AI & Innovation, said the next phase of the platform is focused on making entertainment easier to discover and more relevant to audiences.
He said the combination of smarter personalisation, AI-powered features, global entertainment and an expanded Free 5 offering would give viewers greater choice while providing advertisers with opportunities to engage distinct audience groups.
Pramod Prakash, Chief Technology Officer, Zee Entertainment Enterprises Ltd., said the company had focused on improving the overall user journey rather than simply adding individual features.
He said the objective was to make the platform more intuitive and responsive while allowing the entertainment itself to remain the focus of the viewing experience.
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