iLook offers YouTube channels a mobile app creator
Michelle Clancy
| 10 June 2014
ILook is aiming to extend the pay-TV business model to long-tail online video, with a platform for video aggregators, video owners and advertisers that converts online content to a mobile TV 'channel.' Each channel can have its own dedicated app with a range of access models and paywalls.

"Through this easy-to-use technology, anyone amateur or celebrity personality can now have their own TV network without the traditional barriers and regulations," the company explained. "Whether you create your own workout instruction videos, like to cover Katy Perry songs or are already a YouTube sensation, you can now transform your channel into its own mobile TV app for free."

To create a TV app, users log in to their YouTube channel from Once logged in, iLook automatically generates a mobile app and submits it to supported app stores, where it becomes available for download by television viewers. TV app video is viewable on the mobile screen, as well as any TV screen that is connected to the Internet via AppleTV, Chromecast or Xbox, allowing viewers to watch on the big screen or small.

In terms of video syndication and monetisation, video owners can export videos into TV apps that they do not own, and TV app owners can import videos from video owners. And, for a fee, anyone can have their videos inserted across all TV apps as TV commercials.

"This gives everyday video makers the same exact revenue opportunities as larger media organizations a unique offering for consumers," iLook noted. "Special-interest and long-tail TV apps, like affinity print magazines before them, will command CPMs that are four to eight times higher than CPMs for more broadly focused TV networks."

Peter Redford, CEO of iLook, added: "Owners of long-tail YouTube channels are now able to attract attention and monetise like traditional TV networks, by co-locating on the same mobile screens with cable channel apps like CNN and MTV. We're deeply excited to launch and bring these capabilities into the entertainment market."