Lab announces NYC Physical Space with 5G Capability, Partnerships with WarnerMedia Ad Sales and AT&T's Xandr as well as the Appointment of a Design Firm
June 17, 2019
NEW YORK -- The WarnerMedia Innovation Lab made several key announcements today, deepening its commitment to cutting edge technology and the incubation of new consumer facing products, services and experiences. These announcements include the location of its physical space in New York City which will be powered by AT&T's 5G network, making it one of AT&T's first permanent 5G experience centers. The Lab also announced further details on its partnerships with WarnerMedia Ad Sales and with Xandr, AT&T's advanced advertising and analytics company. Finally, the Lab announced the appointment of an architecture firm to lead design of the physical space.
The WarnerMedia Innovation Lab will be a new construction 20,000 square foot facility located in the Chelsea neighborhood of Manhattan, featuring an immersive zone for showcasing consumer-ready experiences visible to the public, flexible indoor and outdoor event spaces, dedicated R&D environments and an open and collaborative modern work space.
The Lab is more than a technology incubator, but also a dream factory for us to create the wonderment that fans have come to love and expect from WarnerMedia, said Jesse Redniss, GM, WarnerMedia Innovation Lab. Here we'll flex the best of WarnerMedia's creative storytelling capabilities combined with cutting edge technology from AT&T and our partners to deliver experiences that will be talked about for a lifetime.
The Lab, which is slated to open its doors to strategic partners and WarnerMedia cross-business unit teams in early 2020, will bring 5G experiences to life through exploration and development initiatives, enabling a real-time virtualized collaboration ecosystem across WarnerMedia and the AT&T offerings. Today's news builds on AT&T's commitment to offer 5G across WarnerMedia properties. From the Innovation Lab in New York City to Warner Bros. in Los Angeles in time for AT&T SHAPE, to The Lounge by AT&T in Seattle and WarnerMedia's Atlanta studios, 5G has the power to transform how WarnerMedia's content is created and consumed.
By working across AT&T, we're able to combine the latest in 5G technology with immersive content experiences and cutting-edge advertising capabilities, said David Christopher, president of AT&T Mobility and Entertainment. The WarnerMedia Innovation Lab will be a space where developers, creators and visitors will be inspired to push the boundaries of entertainment, all powered by the company that first introduced the U.S. to the power of mobile 5G.
WarnerMedia's commitment to the Lab's ability to revolutionize the overall fan experience includes advertising as well. Dan Riess, Head of Advanced Advertising and Branded Content, WarnerMedia Ad Sales, commented, Storytelling is in our company's DNA and part of that experience is how the content is enjoyed, including advertising. The Lab is a critical part of our testing and learning on the new experiences in advertising that we will be rolling out to market.
The WarnerMedia Innovation Lab will be also be backed by consumer insights and technology from Xandr, AT&T's advanced advertising and analytics company, as it continues to test and develop new advertising capabilities that make brand messages more relevant and engaging to consumers. This powerful combination will deliver innovative consumer experiences and foster an entrepreneurial spirit across the full WarnerMedia portfolio of brands.
Every day, Xandr looks for new innovative ways to help marketers and create a better viewing experience for consumers, said Kirk McDonald, CMO, Xandr. Working with our colleagues at AT&T Communications and WarnerMedia, we are uniquely positioned to develop new advertising innovations that engage consumers and provide integral feedback for marketers and brands. The WarnerMedia Innovation Lab will accelerate the adoption of new advertising formats and provide an environment to showcase our collaborative work.
The new advertising advancements also allow marketers to learn how their messages resonate with viewers, as the Lab unveils a new balance in the relationship between advertising, technology and content. The innovations will include MR/VR applications, 5G uses that enhance new advertising capabilities, and better UI/UX experiences to Make Advertising Matter.
Architectural design firm Design Republic was awarded the services project for the Lab's physical space in NYC, with work beginning this summer. Design Republic is an award-winning architectural design firm specializing in corporate workplace, retail, and media technology design, and was chosen based on their culture fit with WarnerMedia and innovative approach and design concepts, as evidenced by recent work with clients including Nasdaq, Bvlgari and WarnerMedia's own Bleacher Report.
Design Republic is thrilled to once again work with WarnerMedia for this opportunity, said Inga Kruliene, LEED AP, Cofounder and Principal, Design Republic. We are excited to begin this journey as we develop the story behind the Innovation Lab and help bring life and excitement to this truly immersive experience.
For more information, please visit www.warnermediagroup.com.
About WarnerMedia
WarnerMedia is a leading media and entertainment company that creates and distributes premium and popular content from a diverse array of talented storytellers and journalists to global audiences through its consumer brands including: HBO, Warner Bros., TNT, TBS, CNN, DC Entertainment, New Line, Cartoon Network, Adult Swim, Turner Classic Movies, truTV and others.
WarnerMedia is part of AT&T Inc. (NYSE:T).
Contacts Ashok Sinha
Ashok.Sinha@turner.com
212
North America Stories
26/04/2024
Sundance Film Festival CDMX 2024 kicks-off today with screenings in 5 theaters in Mexico City and the opening-night film, FRIDA, directed by Carla Guti rrez...
26/04/2024
[Editor's Note: This interview is part of a larger feature about the women d...
26/04/2024
Orders1 of $5.5 billion; book-to-bill of 1.06x
Revenue of $5.2 billion, up 17%,...
26/04/2024
Five Considerations For Communications Modernization In The 21st Century
In the digital-enabled battlespace, the Joint Force needs to shoot, move and communica...
26/04/2024
CBS Sports has launched Champions League as a new, 24-hour streaming channel that will serve as the year-round destination for nonstop highlights of the UEFA ...
26/04/2024
Despite tough competition in the streaming space, Roku reported solid results in Q1 2024, beating revenue expectations, with total net revenue up 19% YoY to $88...
26/04/2024
LONDON AND TORONTO Pinewood Toronto Studios has appointed Sarah Farrell as general manager of the Studios in downtown Toronto....
26/04/2024
Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and...
26/04/2024
FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talen...
26/04/2024
Picture Shop Announces Chris Evans as Head of Unscripted
Brie Clayton April 26, 2024
0 Comments
Picture Shop announced Chris Evans will lead Unscripte...
26/04/2024
Participate in a Survey - The Impact of AI on Media and the Creative Industry
Pascal Wagner April 26, 2024
0 Comments
By participating in this survey,...
26/04/2024
Toy maker Mattel said it is working with Samsung to launch its first free ad-supported streaming television (FAST) channels later this year....
26/04/2024
Trusted Media Brands (TMB) said it named Marty Moe as president....
26/04/2024
Ron Howard is the director on Jim Henson Idea Man, a documentary that premieres on Disney Plus May 31. Henson of course created Kermit the Frog, Miss Piggy, Big...
26/04/2024
The ice continues to melt under the regional sports network business as the Seattle Kraken of the National Hockey League have made a long-term deal to broadcast...
26/04/2024
Heading into the upfronts, Warner Bros. Discovery said it launched Olli, a first-party data platform advertiser can use for converged, targeted advertising camp...
26/04/2024
CBS has renewed the drama The Equalizer, which will see season five on in 2024-2025. Queen Latifah stars....
26/04/2024
The CW has entered into an exclusive multiyear broadcast partnership for the Miss USA Pageant and the Miss Teen USA Pageant. The 73rd Miss USA Pageant will air ...
26/04/2024
Fuse Media isn't mincing words in a campaign urging its young viewers to register and participate in the 2024 elections....
26/04/2024
Dead Boy Detectives, a series from Neil Gaiman about a detective agency staffed by ghosts, debuts on Netflix April 25. George Rexstrew and Jayden Revri are in t...
26/04/2024
Teradek, the industry leader in wireless video transmitters and receivers, announced today the launch of new Bolt 6 LT 750 and Bolt 6 Monitor Module 750 RX with...
26/04/2024
NEW YORK Amagi has appointed Richard Perkett chief product officer (CPO)....
26/04/2024
WASHINGTON, D.C. The National Association of Broadcasters (NAB) has announced the results of the 2024 NAB Radio and Television Board of Directors elections. The...
26/04/2024
EL SEGUNDO, Calif. & NEW YORK Mattel has announced a deal to launch its first three 24/7 free ad supported streaming (FAST) channels on Samsung TV Plus, Samsung...
26/04/2024
PORTLAND, Maine Viewers here can now receive the NextGen TV signals of five local stations with the launch of ATSC 3.0 service from host station WPFO, which is ...
26/04/2024
TORONTO Rogers Communications has signed a 10-year agreement with Comcast to bring the latest Xfinity products and technology to Canadians....
26/04/2024
Calrec is very pleased to announce the benefits of its highly flexible approach to customer service has been recognized with a third award for the Argo range. T...
26/04/2024
New Adobe Photoshop with Advanced Generative Fill and Generate Image Brings New ...
26/04/2024
Trends And Takeaways From NAB Show 2024
Melanie Ciotti April 25, 2024
0 Comments
NAB's Eric Trabb (right) awards SNS with two NAB Show Product of ...
26/04/2024
Sony's Ci Media Cloud Keeps NHRA Moving
Brie Clayton April 25, 2024
0 Comments
Cloud-Based Media Asset Management and Collaboration Platform Accel...
26/04/2024
Capitol Broadcasting & Leadership Triangle Collaborate for Third Year
Capitol B...
26/04/2024
The staff at CBC Radio have been hard at work creating several new features for listeners and viewers. Several debuts are taking place this spring.
I have nev...
26/04/2024
NBA Playoffs 2024: ESPN Rolls Out Huge Production Operation for Busy First Round Tech deployments include miked on-field personnel, shot-distance tracking, AR g...
26/04/2024
NHL Stanley Cup Playoffs: ESPN Ops Team Navigates Both Sides of the Border With ...
26/04/2024
Behind the Scenes at the 2024 NFL Draft in Detroit (Photo Gallery) After just the first round, the 2024 NFL Draft has already made quite an impression in Detroi...
26/04/2024
NFL Draft 2024: Van Wagner Powers Onsite Entertainment Experience for Record Cro...
26/04/2024
MCine Mauritius is to use Qube Wire for all future DCP deliveries across their e...
26/04/2024
Powered by XPression, the world's fastest-growing real-time motion graphics engine, Raiden combines data gathering, processing, and visualization tools to t...
26/04/2024
By Craig Anderton
With this technique, when you play a standard 6-string electric guitar, you'll hear the rich, vibrant sound of a 12-string guitar. The pr...
25/04/2024
Sundance Institute Founder Robert Redford during a press conference at the 1996 ...
25/04/2024
alt= class=wp-image-12361 data-lazy-src=/wp-content/uploads/2024/04/NAB-booth-2024-960x540-1.jpg/> Set against a vibrant backdrop of innovation and collaboratio...
25/04/2024
alt= class=wp-image-12356 data-lazy-src=/wp-content/uploads/2024/04/NAB-mod-win-960x540-1.jpg/>NAB's Eric Trabb (right) awards SNS with two NAB Show Product...
25/04/2024
PHILADELPHIA Comcast beat earnings estimates in its Q1 2024 financial report, as streaming losses continued to decline and Peacock's paid subscribers spiked...
25/04/2024
SEATTLE The Seattle Kraken have inked new multi-year agreements with Tegna and Prime Video that will expand access to their games over broadcast stations and st...
25/04/2024
Cintel Scanner G3 HDR Restores Egypt's Cinema Treasures to Their Former Glo...
25/04/2024
Sinclair Broadcast Group said it named Kevin Coskren chief meteorologist at KTUL, its ABC affiliate in Tulsa, Oklahoma....
25/04/2024
The Business of TV News, a new one-day event featuring Martha Raddatz, Shannon Bream, Glenn Kirschner and other major figures in television news, happens at Hot...
25/04/2024
Conditions put on the proposed sale of WADL Detroit, to Mission Broadcasting have created a potential drama in the Motor City....
25/04/2024
TelevisaUnivision reported a $52 million loss in the first quarter, up from $3 m...
Lab announces NYC Physical Space with 5G Capability, Partnerships with WarnerMedia Ad Sales and AT&T's Xandr as well as the Appointment of a Design Firm
