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REUTERS/Anushree Fadnavis
Will it work?
NEW KID ON THE BLOCK

A 25-year-old media conglomerate is joining the race to become India’s TikTok

Niharika Sharma
Member exclusive by Niharika Sharma

The fight to become India’s next TikTok has intensified.

After young startups like Chingari and Mitron, now 25-year-old media heavyweight Zee Entertainment is joining the race to be an alternative to the Chinese short-form video app that was banned in India on June 29.

Zee’s HiPi, which is will be launched later this month, is banking on its parent company’s expertise in video content, and the captive audience of its over-the-top platform, Zee5, to succeed. The HiPi feature will be hosted within Zee5.

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