MUMBAI: Times Internet Ltd (TIL) has launched Tweek, a first of its kind magazine for tablet users.

Tweek can be accessed via the iPad and will soon be launched for the iPhone and Android devices. The application has been developed in partnership with cloud-based mobile publishing company GENWI.

“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 TIL CEO Rishi Khiani.

The weekly magazine will offer content with an urban perspective. Tweek will feature stories from around the world across business, entertainment, lifestyle and sport.

Furthermore, Tweek’s interactive format will allow readers to not just share stories through social networking sites, including Facebook and Twitter, but also share their feedback with the Tweek team. Tweek also enables the reader to not just read a story, but also listen to, watch it and, thus, experience the content.

Khiani added that TIL is interested in experimenting with different ways to monetise the 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 founder and CEO PJ Gurumohan 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.”