T AT&T Inc

   By Stephen Nakrosis 
 

WarnerMedia on Tuesday said it planned to launch the WarnerMedia Innovation Lab, an incubator combining content from across the company's operating units to create new content, experiences and businesses.

The company said their initial partner in the Innovation Lab will be the NBA.

"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."

WarnerMedia said the lab will utilize AT&T Inc.' s (T) 5G infrastructure offerings to develop, deliver and deploy new consumer content experiences in gaming, to enhance real-time interactivity and connectivity and to "harness the potential of dynamic content, innovative advertising formats and delivery using Artificial Intelligence and Deep Learning research."

The lab will work with WarnerMedia's Turner division and Xandr, AT&T's newly launched advertising company, to improve the consumer advertising experience and the relevancy of advertising, fueled by data and content connections.

With the NBA, the lab will explore areas including utilizing AT&T's IoT infrastructure, connected car partners and connected environments across stadiums, airports and cities to re-imagine localized content and fan experiences, the company said.

"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."

--Write to Stephen Nakrosis at stephen.nakrosis@wsj.com

(END) Dow Jones Newswires

January 22, 2019 15:46 ET (20:46 GMT)

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