The Financial Times has revealed details about its soon-to-launch iPad app with a video demo, which on approval from Apple will go live, MediaWeek.co.uk reported. The iPad app is currently in its beta phase.

Following its launch, access to content will remain open and free initially until 31 July, after which users will have to buy a subscription, just as with its Web site and iPhone application. However, installation of the app will continue to be free, being sponsored exclusively by luxury watch manufacturer Hublot, according to MediaWeek. No advertising will appear on the app, except that of its exclusive sponsor after its launch.

Registered users can read up to 10 articles for free each month, after which they can subscribe for a two-tier subscription offer that includes a premium package for £260 per year or a standard package for £171 per year.

The iPad app follows a cautious approach towards advertising by offering limited advertising opportunities for advertisers, MediaWeek noted. The newspaper commenced development of the iPad app prior to the launch of the device, with the help of a development team based at Colorado. The development team plans to make necessary changes in the future with video advertising offerings as a part of its agenda.

The app will be launched as a global product that can be customised by region and location, Journalism.co.uk reported. With no comments or link outs feature, the FT iPad application is generally a closed product.

While trying to be different from its print edition and taking cues from its Web site, the FT iPad app is "something philosophically of the newspaper, with the idea of a browse and the idea of being able to read from one end to the other of the product," Steve Pinches, online product manager of the FT told Journalism.co.uk. Users can horizontally scroll across the iPad screen and navigate by flat-top scrolling across, rather than drilling down content. Pinches describes the experience as "gentle browse."

With offline reading facility as a key feature and emphasis on personalisation, the app is targeted at business commuters who would like to store personal information.

Borrowing the navigational feature from its Web site and using the newspaper font, the app resembles a cleaner, stripped-down version of FT.com with news, analysis and comment laid out in sections and content refreshed all day, MediaWeek reported. The app includes a video channel from the news Web site's video hub.

The iPad is set to go on sale on May 28 in United Kingdom, France, Germany, Italy, Spain, Switzerland, Japan, Australia and Canada.