AT&T-owned Warner Media announced plans to build a content innovation lab that will be located in New York City. The lab will be used by WarnerMedia to collaborate with corporate partners, including the NBA, on integrating new technology concepts to better the consumer experience.
WarnerMedia consists of HBO, Turner, Warner Bros, and Otter Media. Through the NBA’s relationship with Turner, the league will be among the first companies to explore using the innovation lab. According to WarnerMedia, the NBA and Turner will use the lab to access AT&T’s Internet-of-Things infrastructure, 5G internet connection, AI and machine learning platforms, as well as integrate virtual reality and augmented reality content to enhance the fan experience. Turner and the NBA jointly-manage NBA Digital, which includes assets such as NBA TV, the NBA App, NBA.com, NBA League Pass, and NBAGLEAGUE.com.
“We are always exploring what is next for sports media and what it means for the future NBA experience,” said NBA Commissioner Adam Silver, in a press release. “This collaboration with WarnerMedia will help identify cutting edge ways to use technology to deliver more immersive experiences to NBA fans.”
The lab will also increase collaboration between Turner and Xandr, AT&T’s newly launched advertising company. Xander and Turner will work together to improve the relevancy of advertising through data-driven solutions. Jesse Redniss, Turner’s EVP of Data Strategy and Product Innovation, will oversee the lab’s creative priorities and objectives. He will work with other AT&T executives to identify potential partners for the lab across the creative, emerging technology, agency, and consumer brand worlds. WarnerMedia’s press release did not mention an expected opening date for the innovation lab.
“The future of consumer experience will be personalized, both participatory and passive at the same time, while also dynamic based on how viewers want to receive and engage within their media content journey,” Redniss said. “By infusing emerging technology innovations led by AT&T and methodologies with our world class IP, partners like the NBA and story world developers, we expect the Innovation Lab to help redefine the future of the entertainment and sports experience.”
SportTechie Takeaway
More than any other professional sports league, the NBA has been relentless in pursuing new ways to innovate the fan experience through emerging technologies. Since the start of the New Year, the NBA and Turner have also partnered with Yahoo Sports to create a mobile-first studio show and announced that NBA on TNT’s Twitter account will stream single-player cameras views starting in February.