Times Internet launches tablet magazine 'Tweek'

Tweek can be accessed via iPad and will soon be launched for iPhone and Android devices

Feb 16, 2012 03:51:00 PM | Article | Campaign India Team


Times Internet Limited (TIL) has announced the launch of what it claims to be "India’s first tablet magazine", Tweek. The magazine can be accessed via iPad and will soon be launched for the iPhone and Android devices. The application has been developed in partnership with GENWI, a player in the cloud-based mobile publishing space.
The weekly magazine will offer content with an urban perspective, and will feature stories from around the world across business, entertainment, lifestyle and sport. The company claims that the interactive format of the magazine will allow readers to not just instantly share stories through social networking sites, including Facebook and Twitter, but also share their feedback with the Tweek team.
“Tweek offers its readers an unparalleled experience in terms of interactivity, customisation and usability. Its content will be kept fresh and relevant by the large database of content available within the TIL network. With its launch, we intend to pioneer the tablet magazine space in India," said, Rishi Khiani, chief executive officer, Times Internet Limited.
He added, "We are interested in experimenting with different ways to monetize our content beyond traditional web advertising. Taking advantage of this new medium--that incorporates the rich engagement features of the web into a mobile touch experience on a larger screen--we can deliver new advertising concepts. GENWI’s Cloud Publish solution enables us to deliver contextual commerce, rich-media advertorials that are geo-location aware, and switch out advertisers or ad units on the fly. We are looking forward to providing a delightful mobile experience for our readers and blazing new trails in the mobile advertising space with GENWI.”
Given the flexibility of GENWI’s mobile content management system, the partnership with GENWI will allow TIL complete creative freedom and control to deliver a beautifully branded magazine-like experience on an app.
PJ Gurumohan, founder and chief executive officer, GENWI, said, “With the power of the cloud, Tweek will save time and production costs by reusing design layouts from week to week--all in standard web-based protocols such as HTML5, CSS, and JavaScript. But, the most groundbreaking aspect of the application is the way it surfaces existing content and takes full advantage of the tablet experience to create higher levels of reader engagement and the flexibility to explore new monetisation channels.”
A note from the company informed that Tweek also enables the reader to not just read a story, but also listen to, watch it and thus, experience the content. In a first-of-its-kind, readers will be able to actively shape a magazine. They will be able to connect directly with the writers of Tweek, and share their feedback about the stories they enjoyed. Thus, they will be able to effectively Tweek the magazine to something they would look forward to reading every week.