TW to bow media research lab in N.Y.

Time Warner today will launch an analysis and development lab in Gotham. Attempting to solve consumer tastes among rapidly shifting technology, Time Warner will open the entrance doors Wednesday around the new 10,000-square-ft media research and development lab round the third floor of the Gotham headquarters. Boss Rob Bewkes will preside within the ribbon cutting in the new space, in which the organization will test a myriad of programming on every device through an array of programs -- the key factor being that it's going to happen in the stone's throw of Madison Avenue. Entrepreneurs will have a way to determine what plays best with whom -- what colors, shapes and dimensions in addition to what position people lean at as you are watching anything they are watching. The lab features a screening room together with a mock store to "provide experience into consumer behavior within the content spectrum, from media by way of retail," mentioned chief marketing officer Kristin O'Hara. The conglom can keep its research facilities at Turner Broadcasting in Atlanta and Warner Bros. in Hollywood nevertheless the more expansive facility sometimes Warner Center will finish in the hub with researchers from across various divisions.