Time to Tune in for Some IGTV — Instagram

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IGTV users can like, comment and send videos to friends in Direct. Creators on IGTV can develop Instagram Channels for different videos that viewers can subscribe to.

Instagram chose to build a standalone property, because longer videos are not something people typically want on the main app, where videos are limited to 60 seconds.

Instagram is taking on TV and YouTube with a new property called IGTV, where videos can run up to an hour long.

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Instagram has launched IGTV, a new standalone app that will allow users to watch long-form vertical video from popular creators on the platform. Though IGTV is a standalone app, users will be able to watch it from within the Instagram app as well. The videos will be smartphone-ready with a vertical orientation, and will be available in up to 4K resolution.

IGTV "will be rolling out globally over the next few weeks" on Alphabet's (GOOGL) Android and Apple's (AAPL) iOS operating systems, according to the launch announcement. Instead they can seek out the longer videos in IGTV, where they can run for up to an hour.

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Long-form vertical video! Here we are.

Instagram chief executive Kevin Systrom announced the milestone as he unveiled the new video application known as IGTV.

Similar to YouTube and other video platforms, IGTV also has the concept of channels. Karen Leung expects to try it for an account she runs devoted to her 5-year-old Shiba Inu named Nacho, which has 7,000 followers. Viewing the videos is also possible within the Instagram app as well.

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