Hearst Corporation opens lab for digital content

MUMBAI: Media company, Hearst Corporation, has opened a media lab and interactive learning center, The App Lab.

The lab will showcase the corporation‘s digital content across all tablet and smartphone device platforms.
The lab will also serve as a think tank where innovators can meet to discuss and develop the branded content, ad models and platforms for mobile devices. Expert roundtables, as well as consumer insight panels, will be hosted in The App Lab as part of its ongoing educational and leadership programming.

Hearst divisions including iCrossing, Entertainment & Syndication, Business Media and Interactive Media will use The App Lab for internal development projects and customer-focused collaboration related to the smartphone and tablet worlds.

Hearst Magazines advertising director for tablet media Avi Zimak will oversee all sales and marketing activities for The App Lab tied to magazines, and serve as the liaison between the advertising community and the mobile and tablet versions of those brands.

The App Lab aims to be a centralised hub, where Hearst‘s creative teams can work with the company’s publishers and outside partners to create digital content.

Said Hearst Corporation CEO Frank A. Bennack, Jr., “This lab places Hearst at the forefront of emerging technologies within the media industry and gives us a physical space where we can work with our marketing partners to collaborate about the future of tablet/mobile media in a sophisticated way."
Hearst is also launching paid and free apps on the tablets this year -- including the San Francisco Chronicle app for the iPad that debuted 31 May -- as well as enhanced versions of popular smartphone apps.

The centerpiece of the Lab is a large-scale digital video wall with multi-touch capability, which enables digital whiteboarding (SMART Technologies). Hardware from all leading tablet and smartphone device manufacturers is integrated into the Lab. App Lab users can wirelessly file share using the Lab‘s dedicated drop box.

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