Disney to Open Sports Broadcast Research Lab

Walt Disney World and Disney's cable TV sports network ESPN are building a media research lab at the company's Wide World of Sports complex in Orlando.

The 'ESPN Innovation Lab' will be used to test new broadcast technologies and virtual on-screen television applications such as the EA Virtual Playbook used by ESPN's SportsCenter, which enables TV analysts to highlight, critique and dissect on-field action.

As the Wide World of Sports venues are in year-round use for baseball and soccer games, ESPN says they are an ideal place to test and tweak broadcasting concepts during in-game conditions.

While not part of the tourist attraction, the lab will be a working research facility that the public can view through a large window.

The center, which should open by September, will employ about five ESPN employees.

Last year, Disney announced the opening of a laboratory in Austin, Texas from which it will conduct year-round research to test the biometric reactions of consumers to emerging media and interactive advertising.

Web site: www.disney.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.