Times Internet’s ‘Tweek’ hits the market

17 Feb,2012

By A Correspondent


Tablet users can now discover a whole new world of information and entertainment at their fingertips, with the launch of India’s first tablet magazine, Tweek. Created by Times Internet Limited (TIL), Tweek can be accessed via iPad and will soon be launched for iPhone and Android devices. The application has been developed in partnership with GENWI, inventor and leader of cloud-based mobile publishing.


The weekly magazine will offer content with an urban perspective. Keeping in mind people’s wide range of interests, Tweek will feature stories from around the world across business, entertainment, lifestyle and sport. Its interactive format 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 has also enabled the reader to not just read a story, but also to listen to and 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, effectively ‘Tweek’ing the magazine to something they would look forward to reading every week.


“Tweek offers its readers an unparalleled experience in terms of interactivity, customization 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, CEO, Times Internet Limited.


Mr Khiani also said that they are interested in experimenting with different ways to monetize the content beyond traditional web advertising. Taking advantage of this new medium which incorporates the rich engagement features of the web into a mobile touch experience on a larger screen they hope can deliver new advertising concepts.


GENWI’s Cloud Publish solution enables has enabled Tweek to deliver contextual commerce, rich-media advertorials that are geo-location aware, and switch out advertisers or ad units on the fly.


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 CEO of 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 monetization channels.”


Times Internet Limited, (TIL), is the internet and mobile venture of India’s largest media house – the Times Group. Indiatimes.com, TIL’s flagship brand, commands more than one billion views per month. The other key properties in the TIL portfolio are Timesofindia.com and economictimes.com.


GENWI ( www.genwi.com ) makes mobile publishing simple – in the cloud. As the inventor and leader of cloud-based mobile publishing, GENWI enables publishers and enterprises to easily manage content across mobile platforms, deliver an excellent brand experience, and find new monetization opportunities.


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