Media Industry
Industry: Email Alert RSS FeedSatisfying the Weather junkie: viewers demand a healthy mix of specific local forecast, national information. (Special Report).
Broadcasting & Cable, September, 2002 by Kerschbaumer, Ken
For TV-station weather departments and the Weather Channel, the weather junkie, who will watch the commercials while waiting for the extended forecast, is a must-have viewer. But the race to please that junkie has led to a perplexing profusion of weather reports filled with colliding fronts, cloud fly-throughs, and Doppler radar and its potpourri of color.
"Many viewers get confused about what they're seeing on the screen," says Mark Gildersleeves, CEO of weather-graphics manufacturer WSI. "They don't really understand exactly what the forecast will be specifically for their neighborhood." The confusion may spring from a plethora of information, of both comprehensive national weather and specific local data. The solution may lie in using on-air TV...
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