US retail giant Walmart is teaming up with Eko to create content for its Vudu ad-supported streaming service.

Eko is a New York start-up that focuses on “interactive storytelling” – a video format that allows viewers to control the plot of commercials and TV episodes. The investment in Eko reportedly totals around $250 million. It is a big bet on the interactive entertainment niche, which has long tantalised producers as a potential gold mine but has never gained widespread adoption.

Earlier this week, Walmart announced an exclusive content deal with movie studio MGM. It ahs now been revealed that the deal will see MCM revive 1983 comedy movie Mr Mom as a new TV series.

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