Tumblr rolled out its own online tv network for animated gifs on Thursday.

The microblogging platform's new feature, Tumblr TV, "displays endless streams of GIFs"  in full-screen mode for its users, The Verge reported. This new tool allows Tumblr users and non-registered visitors to discover and share GIFs.

"GIFs are a core feature of Tumblr, and we are always thinking of different ways to surface and present the popular medium," said Bill Eager, product engineer of Tumblr, according to TechCrunch. "There is an endless amount of incredible GIF content on Tumblr that deserves more visibility, and we wanted to create a way to beautifully and easily deliver GIFs directly to our users without any interference."

With Tumblr TV, users can play GIFS based on a "hashtag or a specific blog," The Metro reported. They can also use video-streaming options  that enable them to pause, rewind, or skip Gifs.

"Tumblr TV also allows creators to reach a new audience and engage their existing audience in an entirely new way. It's another great discovery tool that evokes curiosity and makes it fun to get lost on Tumblr," Eager explained.

This launch follows the rollout of Tumblr's GIF search engine  a few weeks ago which allows logged-in users only "to find GIFs to share on their own blogs," TechCrunch reported. 

The new feature is only available on the web for now.