Weather Channel ‘AllFront’ Touts New Digital Shows, Unveils Cross-Platform Production

/ Mar 4, 2014


The Weather Channel named its upfront this year The Weather Channel AllFront, meant to signify the company’s ability to reach consumers across all screens and platforms.

“We did an upfront last year, we did a Newfront, and you told us that it’s an ‘all-front,’ said Curt Hecht, global chief revenue officer for The Weather Company. “We’re ready and we can execute at scale on all screens.”

“On digital, we have completely re-imagined our content mix,” said Jeremy Steinberg, SVP of digital ad sales at The Weather Company. “Especially when it comes to video, we are creating 20 pieces of original content every day, and video demand is up 300% on mobile alone.”

This means that The Weather Company will continue investing in original productions for digital platforms. This includes a continuation of “Video Minutes,” a super short-form video initiative launched by the network last year that focuses on one-minute video series about interesting and fascinating aspects of our world.

“Earlier this year we launched four series,” said Neil Katz, editor-in-chief and The Weather Company’s VP of content. “If you want to buy them, you can’t. We put them on the market for just a few weeks and sold them out.”

That said, Weather plans to launch a few more micro-short series as part of the initiative:

  • “Warp” takes users on a journey to the future of Mother Earth, and investigates marvels in architecture, innovations in engineering, and space exploration.
  • “Human Nature” studies how science, the weather and our environment impacts our health, and uncovers incredible survival stories and health secrets.
  • “Melt” features inspiring stories that social media is buzzing about — stories sure to melt your heart.
  • “Crazimals” recounts bizarre news stories about animals that amuse and entertain.

Last year, The Weather Channel unveiled six new original premium web series under its Weather Films banner. This year, the company is expanding that program by venturing into the field of investigative journalism. The company has already produced digital documentaries on topics like Big Oil and fracking. Other controversial topics Weather Films plans to tackle include homelessness, smuggling and immigration, and climate denial.

In addition to all of that, Katz announced a “first of its kind” cross-platform series called “Will to Live.” Produced by both the TV and digital teams at Weather Channel, the series will explore real-life stories of people surviving extreme and dramatic weather situations. Spanning five, 60-minute episodes, two of those five hours will be produced by Weather Channel’s digital video team. “Will to Live” will premiere on TV, though, on Sunday, April 20, at 9pm ET.

“Regardless of platforms or format, our perspective remains the same — stories told with a single voice through the lens of weather,” said David Clark, president of The Weather Channel network.

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