The AFI Digital Content Lab (AFI DCL) incubates new forms of entertainment programming on digital platforms from idea to audience. Placing the highest value on creative excellence, the AFI DCL pairs design and technology experts with professionals from TV, film, games and an array of programming initiators in an R&D; environment to adapt new and existing concepts to digital creation and distribution. In short, we create content for new and emerging digital media.

The AFI DCL was launched in 1998 as the AFI Enhanced TV Lab. AFI eTV incubated more than 50 digital television applications from top properties, including Time Warner (HBO, TCM and CNN), Viacom (MTV, Nickelodeon and Showtime), ABC/Disney (ABC and Disney Channel), NBC/Universal (Bravo, VU Games, Sci-Fi Channel) and News Corp (DirecTV).

As the 2004 production season wound to a close, AFI eTV announced a name change to the AFI Digital Content Lab. As digital media had become more prevalent and efficient, we found ourselves developing "TV" properties on cell phones, for game consoles and broadband, and anywhere else the bits and bites would take us. It no longer seemed important that we confine ourselves to the traditional definition of television, but rather that we look to a future of entertaining and informing viewers with video and data programming wherever and whenever they want it.

Additionally, we moved from one annual production cycle to a year-round production lab, and added more R&D; experiences that span the entire digital production process, from concept development, prototyping, business planning and on to deployment.

The AFI DCL sets the standard for innovation in digital media, with a focus on real programming that is deployable now or in the near future. The AFI DCL delivers solutions that address behavior shifts triggered by the digital evolution, which today include an expectation of interactivity, on-demand and viewer-driven program schedules, and a tendency toward media that is shareable by multiple devices and viewable both at home and on the go.

With the prestige of the AFI brand, the community it has assembled and a roster of A-list content, design and technology brands, AFI plays a powerful role in the evolution of American's viewing habits.

Contact AFI Digital Content Lab at (323)-856-7886 or digitalcontent@AFI.com