University to use the Time Warner Medialab’s High-Tech Research
Capabilities to Examine the Impact of the Second Screen on Television
Time Warner Inc.’s Global Media Group today announced that Ball State
University has been selected as the winner of its call for proposals to
conduct a cutting-edge research study in its Medialab located in New
York City. The Time Warner Global Media Group will underwrite the cost
of the study for Ball State University, which was chosen from over 30
academic proposals. The University’s second screen study takes advantage
of the Time Warner Medialab’s innovative research methods to reveal how
viewers interact with television programs and advertisements through
social TV as well as the effect that second screen has on linear viewing.
“In the year since the Medialab opened, we’ve completed more than 70
studies that have provided us with deep insight into the mind of the
consumer,” said Kristen O’Hara, SVP and Chief Marketing Officer, Time
Warner Global Media Group. “We wanted to partner with a university to
tap into the intellectually curious minds of academia. The second screen
study Ball State proposed will effectively use the Medialab to provide
new insights on one of the biggest trends in content consumption.”
Ball State’s research team plans to use the Time Warner Medialab’s
eye-tracking devices, focus groups and online surveys with panel members
to examine television engagement in the contemporary social viewing
environment. Participants will watch television while using smartphones
and tablets while researchers analyze how viewers interact with programs
and ads through social engagement.
“The Time Warner Medialab gives us the opportunity to do a very natural
study now that people are more accustomed to social media and have more
sophisticated mobile devices,” said Michael Holmes, a Ball State faculty
member who has been instrumental in the University’s research on media
consumption. “The lab’s state-of-the-art equipment allows us to build on
prior second screen studies we’ve done at Ball State University, but
with more in-depth analysis on qualitative research.”
Time Warner expects the Ball State University second screen study to be
completed and the findings revealed by June 2013. For more information
on the Time Warner Medialab, visit http://www.timewarnermedialab.com/.
About Time Warner Inc.
Time Warner Inc., a global leader in media and entertainment with
businesses in television networks, film and TV entertainment and
publishing, uses its industry-leading operating scale and brands to
create, package and deliver high-quality content worldwide through
multiple distribution outlets.
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