WarnerMedia launches content Innovation Lab

WarnerMedia has announced plans to launch Innovation Lab, an incubator that will combine emerging technologies with content from across its operating units.

The company said that the WarnerMedia Innovation Lab would encourage deep collaborations across WarnerMedia and AT&T, as well as between corporate partners and developers of emerging new technologies.

The new initiative will combine competencies in areas like the Internet of Things, artificial intelligence, machine learning, virtual reality and mixed reality, with WarnerMedia’s IP and creative talent, to design new experiences and drive immersive content engagement.

“Our goal in launching this dedicated laboratory is to accelerate innovation around how our content can thrive and grow within emerging formats and platforms,” said WarnerMedia CEO John Stankey.

“By taking advantage of AT&T’s technological capabilities we are literally creating a next-generation playground for our creative, tech and strategy executives and key business partners across HBO, Turner, Warner Bros. and Otter Media.”

WarnerMedia said it expects to use AT&T’s 5G infrastructure to develop new immersive consumer content experiences, including games and real-time interactivity. The Lab will also look to combine data and insights from AT&T with WarnerMedia’s content, tapping into the potential of dynamic content, new ad formats and AI-powered delivery.

The Innovation Lab will be based in New York and be led by Turner’s executive vice president of data strategy and product innovation, Jesse Redniss, who adds the role to his existing responsibilities.

The NBA was also announced as one of WarnerMedia’s initial partners for the Lab, with the companies hoping to “re-imagine localised content and fan experiences” by exploring AT&T’s IoT infrastructure, connected car partners and connected environments across stadiums, airports and cities.

NBA commissioner, Adam Silver, said: “We are always exploring what is next for sports media and what it means for the future NBA experience. This collaboration with WarnerMedia will help identify cutting edge ways to use technology to deliver more immersive experiences to NBA fans.”