Walmart and Eko announced a partnership this morning to create a joint venture for interactive content called W*E Interactive Ventures.

The best example of the interactivity that Eko enables is probably “That Moment When,” a comedy web series that the startup created last year in partnership with Sony. In a series of short videos, you take on the role of Jill, a young-ish woman struggling to get her life together — the viewer decides what Jill says and also plays mini-games to help her achieve her goals.

According to the announcement, W*E content will include a variety of formats like cookings shows and interactive toy catalogues.

Eko CEO Yoni Bloch said they aren’t announcing any specific shows yet, but they will be “free and distributed everywhere,” and will be united by an aim to make the viewer “be the hero, be a part of the decision-making in the story.” The plan is to start releasing this content sometime next year.

Walmart might not seem like the most obvious partner on something like this, but the company has been expanding into digital media with efforts like Vudu (it just announced a partnership …read more

Source:: TechCrunch

      

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