• by Wayne Friedman , January 22, 2019

AT&T’s WarnerMedia will launch an “incubator” lab to foster emerging advanced technologies for its TV movie and digital media content.

The NBA will be one of its initial partners.

WarnerMedia Innovation Labs will look to create “a next-generation playground for our creative, tech and strategy executives and key business partners across HBO, Turner, Warner Bros. and Otter Media,” states John Stankey, CEO, WarnerMedia.

The AT&T unit will work with technologies around internet of things (IoT), artificial intelligence, machine learning, virtual reality and mixed reality.

Concerning its deal with WarnerMedia, Adam Silver, commissioner of the NBA, stated it is looking “to deliver more immersive experiences to NBA fans.”

AT&T’s Turner cable TV networks have had a longtime association with the NBA programming.

The lab, to be housed in New York City, will be led by Jesse Redniss, executive vice president, data strategy and product innovation at Turner. He will add the incubator lab work to his cable TV network responsibilities.

AT&T already cites current efforts around new technologies for content, including a Turner’s VR short film for TBS’ “Final Space,” as well as a mixed-reality theatrical trailer experience for Warner Bros. “Fantastic Beasts: The Crimes of Grindelwald.”