WarnerMedia Establishes Content Innovation Lab


The newly unveiled WarnerMedia Innovation Lab is an incubator that will combine emerging technologies with content from across WarnerMedia’s operating units to create new and innovative consumer experiences and businesses.

The new initiative will further encourage collaborations across WarnerMedia and AT&T, as well as between key corporate partners and developers of emerging new technologies. Bolstering the Lab will be technology and infrastructure expertise garnered from across all of AT&T’s businesses. The Innovation Lab will bring together core competencies in areas ranging from the Internet of Things (IoT), AI and machine learning to virtual reality and mixed reality with WarnerMedia’s IP and creative talent in order to design new creative experiences for consumers and drive more immersive content engagement.

One of WarnerMedia’s initial partners in the Innovation Lab will be the NBA. Together, they plan to explore areas such as using AT&T’s IoT infrastructure, connected car partners and connected environments across stadiums, airports and cities to reimagine localized content and fan experiences, as well as tapping into an array of creative talent to bring the immersive game experience beyond the court.

Additionally, the Lab will foster further collaboration with WarnerMedia’s Turner division and Xandr, AT&T’s newly launched advertising company.

The Lab will be led by Jesse Redniss, who will add to his responsibilities as Turner’s executive VP of data strategy and product innovation.

“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.”

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

“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,” said Redniss. “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.”