Professor Product Testing

As someone on the waiting list to read Parenting, Inc., I have to say that many of my fears about the entertainment-academic complex were confirmed by today's announcement that "Disney opens new media lab."

Under the guidance of professor Duane Varan, a global authority on the future of TV and advertising, the facility will conduct year-round tests to evaluate viewer engagement and emotional responses to advertising across media platforms.

A 3,000-square-foot lab is being built in Austin, Texas to test a variety of advertising modes, including interactivity, split screens, brand integration, sponsorships, addressable advertising, broadband video and mobile devices. The facility will also feature a small theatre and an adjacent observation lounge.

I know that people in glass houses shouldn't throw stones, but based on Vuaran's web page at the University of Hawaii or his corporate site, I'm not sure he has much understanding of visual culture, audience. or interactive content.