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11,000 people have already subscribed to WindowSight, a digital arts streaming service akin to "Netflix for art".

The app aims to transform "the ugly grey space of a huge telly" into a talking point, appealing to art lovers as well as the general public.

It will provide income to the 140 contemporary artists, photographers and illustrators already signed up to present through the app.

To date these include World Press Photo Award winners John Stanmeyer, Steve Winter, Christian Ziegler and British illustrators such as John Holcroft and Nick Lowndes.

The app officially launches on June 22.