Zee 5 has launched Zee 5 Audience Platform (ZAP), an advertiser-focused audience intelligence and activation platform developed in partnership with Saptharushi, a privacy-first data collaboration company.
The platform combines Zee 5's viewing and engagement data with consented behavioural and transactional insights from participating partners, enabling advertisers to create audience cohorts based on category relevance, consumer intent and purchase behaviour.
Unlike conventional data-sharing models, ZAP enables audience collaboration through consented queries while keeping each partner's data within its respective environment. The platform is designed in line with the principles of India's Digital Personal Data Protection (DPDP) framework.
ZAP will also explore co-branded attention and loyalty programmes, including reward-led advertising formats around premium content and sports.
Commenting on the launch, Tejkarran Singh Bajaj, business head – Zee 5 India and AI & Innovation, said the platform would help brands move beyond conventional demographic targeting by combining viewing behaviour with consented consumer insights. He added that ZAP would strengthen Zee 5's proposition by bringing together content, scale and audience intelligence to create more relevant and measurable advertising opportunities.
Prashant Shetty, head – Advertisement Revenue, Broadcast & Digital, ZEEL, said ZAP would translate audience insights into actionable advertising opportunities while keeping privacy at the centre of the process.
He also highlighted Saptharushi's previous deployments, which have delivered a multifold increase in click-through rates (CTR) compared with campaigns targeting brands' existing customer relationship management (CRM) audiences. According to Shetty, the approach can improve campaign engagement, media efficiency and measurable business outcomes.
Gowthaman Ragothaman, founder and CEO of Saptharushi, said the collaboration would make Zee 5's extensive audience reach more addressable by helping advertisers identify relevant viewers through consent-based data collaboration.
He added that the platform aims to create an open audience ecosystem where publishers, data partners and brands can collaborate while retaining control over their respective data assets.
ZAP will be available across Zee 5's content portfolio, including Originals, movies, sports, Free 5, international entertainment and KidZ. The platform aims to provide advertisers with more granular audience segments and opportunities to connect with consumers across different viewing occasions.
