03.14.2008 12:00 AM
Warner Bros. Media Research Opens New Media Lab
Warner Bros. Media Research has launched the Warner Bros. Media Lab, an on-site, state-of-the-art media testing center. Testing at this facility will provide insight into how consumers engage new forms of content and enable hands-on interaction with cutting-edge consumer electronics devices and emerging distribution platforms.
Warner Bros. Media Research took over a space used for traditional focus groups during the last 13 years and rebuilt it for the digital age. The Media Lab is equipped to test media content including broadband, gaming, video-on-demand/pay-per-view and wireless. In addition, the facility can continue to be used for traditional focus group testing for content, consumer products and the various other businesses in which the Studio is engaged. The Media Lab will serve as a resource not only for Warner Bros. Entertainment divisions but also for third-party companies eager to test emerging content and technology.
“Our industry is experiencing rapid change, and technology is empowering consumers to control where, when and how they enjoy content,” said Bruce K. Rosenblum, executive vice president, Media Research, Warner Bros. Domestic Television Distribution. “In order to help lead the industry through these changes and foster the company’s continued growth as a progressive supplier of engaging content, Warner Bros. Media Research considers the construction of the Media Lab an essential instrument in understanding and leveraging consumer behavior.”
Hewlett-Packard, an essential supporter of the Warner Bros. Media Lab, provided desktop PCs, notebooks, widescreen monitors and high-definition LCD TVs.