Disney World and ESPN are building a media research facility at the Wide World of Sports complex in Orlando. The "ESPN Innovation Lab," will allow the cable-sports giant to test virtual
graphics and other new tools during events at Disney's sports venues.
ESPN believes the venue is an ideal spot to test and tweak new broadcasting concepts during actual in-game conditions. New applications developed at the lab could be similar to the strike-zone graphics used during baseball games or the "EA Virtual Playbook" that ESPN has used in its football and basketball coverage.
The lab, which is expected to formally open this fall, will be housed in a renovated building at Wide World of Sports, (Disney World and ESPN are both owned by Disney). Rather that operating it as a tourist attraction, ESPN intends it to be a working research facility that the public can view.