It was announced today that Time Warner Inc. is seeking a partnership with a U.S.-based university to conduct a cutting-edge media research study at its Medialab in New York City. Time Warner will underwrite the cost of the study for the university that submits the most innovative media research concept. The Medialab is receiving submissions now through November 1, 2012 via their website (
“We’ve already completed several innovative studies yielding insights that can be applied to our businesses in the short time that the lab has been open,” said Kristen O’Hara, SVP and Chief Marketing Officer, Time Warner Inc. “With this call for proposals, our company sees a great opportunity to partner with the most forward thinking and intellectually curious minds of the academic community. This collaboration will further our collective understanding of consumer behavior, media consumption and how both continue to evolve in the multi-platform environment.”
Time Warner’s top researchers from HBO, Time Inc, Turner Broadcasting System and Warner Bros. Entertainment spearheaded the launch of the Medialab in January. This cross-company collaboration underscores Time Warner’s commitment to leading the evolution of media, as the Medialab is leveraged as an essential instrument in understanding consumer behavior, evolving media habits and industry trends.
The Time Warner Medialab offers high-tech research methods including an eye-tracking station and biometric tracking devices that test for consumer emotion through physiological responses to content. In addition to traditional focus group environments, the lab also features real world settings for conducting studies including a 50–seat theater, an in–home style living room and a consumer retail area with a mock checkout. All research activity is observable live by researchers both at the lab and remotely around the world.
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