NBCUniversal’s Media Labs, another entry in the studio accelerator arena, is looking for “new forms of storytelling driven by technology.”

That’s the theme for the startup hackathon taking place Saturday and Sunday at Sheraton Universal Hotel in Universal City. Co-presented with parent Comcast Corp., the two-day competition will include challenges from NBCUniversal properties, such as Universal Cable Productions, Fandango, NBC News Group and Telemundo.

Cash prizes worth $25,000 are up for grabs.

Media Labs launched earlier this year to develop and find tech that would create new consumer experiences for the New York media company’s film, TV and digital arts businesses. Senior Vice President and Chief Technology Officer Sanjay Macwan said the accelerator plans to start a formal program within the first half of next year.

“It’s a great opportunity to work with a company like NBCUniversal,” he said. “If their ideas are great, then we as a company become customers of them.”

Staff reporter Melissah Yang can be reached at [email protected]. Follow her on Twitter @MelissahYang for the latest in L.A. tech news.