NEW YORK: WarnerMedia, one of the top media companies in the world, has announced plans to launch the WarnerMedia Innovation Lab, a future-forward incubator that will combine emerging technologies with content from across its operating units to create new and innovative consumer experiences and businesses.
This new initiative will further encourage deep collaborations across WarnerMedia and US telecom operator AT&T, as well as between key corporate partners and developers of emerging new technologies.
The National Basketball Association (NBA) will be one of WarnerMedia Innovation Lab’s initial partners. Together, they plan to explore areas including utilising AT&T’s IoT infrastructure, connected car partners and connected environments across stadiums, airports and cities to re-imagine localised content and fan experiences, as well as utilising a vast array of creative talent to bring the immersive game experience beyond the court.
“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.”
Turner, a division of WarnerMedia, and the NBA have routinely driven innovation within the industry by providing fans with novel and engaging experiences. The two organisations will collaborate to further help shape the future of the consumer experience around live sports and entertainment.
Turner and the NBA jointly-manage NBA Digital, the league’s extensive cross-platform portfolio of digital assets including NBA TV, the NBA App, NBA.com, NBA League Pass and NBAGLEAGUE.com.
