Media and entertainment company WarnerMedia has outlined plans for a new “future-forward incubator” that will create new consumer experiences and businesses, with connected stadia set to be one of the areas explored through the venture.

WarnerMedia said the initiative, dubbed the WarnerMedia Innovation Lab, will further encourage deep collaborations across the business and parent company AT&T, as well as between corporate partners and developers of emerging new technologies.

The venture will be built on technology and infrastructure expertise garnered from across AT&T. The Lab will cover areas ranging from the Internet of Things, artificial intelligence, machine learning, virtual reality and mixed reality.

WarnerMedia will utilise AT&T’s 5G infrastructure to develop immersive consumer content experiences, with the venture to also combine data and insights from across AT&T’s more than 300 million direct-to-consumer relationships across wireless, video and broadband services.

WarnerMedia will work with the NBA basketball league on the Innovation Lab. The two parties will work together using AT&T’s IoT infrastructure across stadia, airports and cities to reimagine localised content and fan experiences.

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.”

WarnerMedia said its Turner division will work with the NBA to help shape the future of the consumer experience around live sports and entertainment.

The Lab will also foster collaboration between Turner and Xandr, AT&T’s newly-launched advertising company.

Jesse Redniss, Turner’s executive vice-president of data strategy and production innovation, will lead the Lab, overseeing its creative priorities and objectives.

Redniss said: “The future of consumer experience will be personalised, 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. 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.”

The Lab will be housed in New York City.

Image: David Jones