The WarnerMedia Innovation Lab will soon be making its debut in New York. The Lab is a future-forward incubator that will combine emerging technologies with content from across its operating units to create new and innovative consumer experiences and businesses.

“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.”

One of WarnerMedia’s initial partners in the Lab will be the NBA. They plan to explore several areas, including AT&T’s “Internet of Things” (IoT) infrastructure, connected car partners and connected environments across stadiums, airports and cities to re-imagine localized content and fan experiences. The Lab will also promote further collaboration with WarnerMedia’s Turner division and Xandr, AT&T’s newly launched advertising company.

Go here for more information about the WarnerMedia Innovation Lab.