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Next TV: Tellem Says Interlude Tells Stories New Ways

Santa Monica, Calif. — With Interlude technology, the storytelling possibilities are virtually endless.

“Using the technology is really an opportunity to enhance the video experience and what I love about it is that it can change the storytelling,” said Nancy Tellem, Interlude’s executive chairman and chief media officer, Thursday at the 2015 Next TV Summit & Expo Los Angeles.

Interlude adds a gaming element to content, allowing consumers to choose how they want the story told.

Tellem, who spoke during a Fireside Chat moderated by Broadcasting & Cable editor Dade Hayes, showed a music video for Aloe Blacc, which followed Blacc through the shoot and then allowed viewers to click on various characters and experience the video through their points of view.

The exec offered additional examples of the technology, including an interactive Madewell commercial as well as video that looks at Bob Dylan’s "Like A Rolling Stone" through the lenses of mock television channels.

The technology gives clients a wealth of data on consumer behavior, such as the insight that more viewers clicked on the Madewell ad option that looks at shoes as opposed to handbags.

“What I love about it is the world has completely changed and there’s so many opportunities, there’s so many different platforms…and there’s so many ways of storytelling,” said Tellem. “And that’s what got me excited.”

Jessika is content engagement director of Broadcasting + Cable, Multichannel News and NextTV. She has been with the brands in various roles since 2013. In her current role, she works primarily behind the screen, keeping an eye on the website and fixing any site bugs. A graduate of USC Annenberg, Jessika has edited and reported on a variety of subjects for NextTV, including profiles on industry leaders and breaking news.