Netflix is launching two interactive children's TV shows that let audiences determine the on-screen action.
The firm says the nature of its online streaming platform has allowed it to experiment with "branching narrative" tech in a way that would not be possible for traditional broadcasters.
"It was actually a little bit more than twice as much animation as a typical episode," explained Doug Langdale, executive producer of the Puss in Book series, which was made in conjunction with Dreamworks Studios.
"It was about 50 minutes [of footage] where it would normally be 22.
"It's not easy or cheap.
But it's the next thing, and we've got to try it."