The field of short video apps in India is booming with millions of downloads across multiple platforms. Zee5, which will be releasing its own app in the coming weeks, will join the fray. Zee5, the popular Indian streaming entertainment platform, is looking to get a piece of the pie with its own user-generated content app. It is currently in beta phase and its official release is scheduled for early July. It was specifically designed for India. It is an all-in-one app from Zee5, which is part of one of the largest media conglomerates in India. Taking into account our local cultural nuances, relevance, safety and security will be the pillars of the platform, the company says. This is an important distinction, as these apps are used by people from different strata of society and must take everyone's beliefs into account. Interestingly, it will not be a standalone app, but part of the OTT app that Zee5 already offers in India. This should give you a leg up on the competition, with an existing user base of over 150 million. In terms of functionality, we think it won't be too different from what others offer. When it goes live in two weeks, it will go up against TikTok, Helo, Mitron, and a myriad of other platforms that operate in the short space of video. Zee5's offering will apparently be different in its content recommendation, but how it pans out remains to be seen. This is one of the first forays of its kind, where a content platform will be opened up to the public. Zee5 hopes to return to his Indian roots to fuel his success. This has become an increasingly important issue for Indian consumers, whose biases towards Chinese-sourced apps have become apparent of late. The video content segment has grown rapidly in India, with many new players competing for users.