by Sheila Shayon
Time Warner is a global media leader, so it needs to track media consumption patterns on behalf of its businesses, brands and advertising partners. So this week it donned a lab coat to launch the Time Warner Medialab, located in the Time Warner Center on New York's Columbus Circle, as a firsthand source of insights.
The high tech hub shows the public where media and technology is headed in its vision of "Content Everywhere," while gathering visitors' feedback on how the proliferation in digital platforms is affecting their media consumption and experience.
Separately, Time Warner Cable, which spun off from Time Warner in 2009 for an estimated $9 billion, this week announced a partnership with the New York-based Chinese-American Planning Council (CPC) as the site of the next Time Warner Cable Learning Lab.
The Time Warner Medialab is a 50–seat, in–home style living room with a consumer retail area and mock checkout, eye–tracking and gaming stations, all observable in real-time by lab researchers as they gauge their digital media experience in action.
"By opening this lab, we're able to elevate the art of creating and distributing compelling content to the next level,” stated Jeff Bewkes, Chairman and CEO Time Warner Inc. "The Medialab's cutting–edge technologies and the breadth of its research capabilities will give our businesses and ad partners an unmatched ability to look inside the mind of the consumer as we develop even more engaging content.”
"Having the ability to effectively test consumer reaction to all types of media will revolutionize business and research,” said Bruce Friend, President of Ipsos MediaCT, which partnered with Time Warner on the project. "The possibilities for transformative research in the lab connect content to the consumer like never before." Time Warner will rent the Medialab to any company interested in finely-tuned observation of consumer engagement.
Visit TimeWarnerMediaLab.com for a virtual tour.
The Time Warner Cable local community initiative, meanwhile, was announced by NYS Assembly Speaker Sheldon Silver to coincide with the CPC’s 47th Anniversary Celebration of the Chinese New Year.
The project will bring state-of-the-art technology — including $50,000 worth of computers, printers, computer software, Time Warner Cable Business Class High-Speed Internet service and flat screen high definition televisions — to New York's Chinese community as part of the cable operator's public affairs commitment to fostering media literacy and technology education in the communities it serves.
According to TWCNYC's website,
The Time Warner Cable Learning Lab initiative is a program that will bring 40 state-of-the-art technology centers over the next several years to the New York City boroughs served by Time Warner Cable, which include Manhattan, Queens, Brooklyn and Staten Island. The initiative began in 2010 and three Time Warner Cable Learning Labs have already opened in Upper Manhattan (Police Athletic League’s Harlem Center), Queens (Sunnyside Community Services) and Staten Island (Gerard Carter Community Center).
This latest Learning Lab is located in a Chinatown community center run by the CPC, whose Executive Director David Chen commented, “We are pleased to work with Time Warner Cable as a private sector partner to provide our community with a state-of-the-art technology center during a difficult economy. The equipment is a particularly important resource to our Workforce Division, which provides job training and placement services.”
As the former Time Warner siblings differentiate their brands, it's good to see fostering public awareness about digital technologies as a plank of both entitities' corporate citizenship commitments.
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