Newfronts: The Weather Company Aims to Be ‘Quadruple Threat’

/ Apr 29, 2013

weather company newfronts

Previews Six Original Series Launching in July & Reveals Fall Slate – WARNING: Heart Rates Will Rise

Even though they opened with the SNL skit “Stormy Skies,” the Weather Company’s transformation into digital video giant is no laughing matter.
According to VP of Web Product Michael Finnerty, the Weather Company sees 100,000 new users every day, totally 22 monthly million users which is “more than Hulu.”
In fact, whether its users are signing in through apps, or through TV, the Weather Company is “the very first and very last digital experience” for millions of people around the world. From the moment they wake up and plan their day around the weather, to when they go to sleep, the Weather Company has become a trusted brand.
This loyalty has led to the Weather Company breaching the top 20 video site on the web spot, according to ComScore. Part of their relatively new video domination can be attributed to their local offerings. Finnerty notes this irony,  “big and local at the same time,” when many digital strategies try for a global, general reach with local strategies seen as no where near as profitable.
But why stop at just covering weather, how weather and nature impact our economy and video content that appeals to weather enthusiasts?  At the Weather Company’s digital presentation today, they announced the new original programming arm Weather Films, which the company is pushing across four screens as part of its “quadruple” screen strategy. TV, mobile, tablet and web will each be optimized to deliver a comprehensive video experience.

The Weather Company also spotlighted their existing slate of content for Spring / Summer including:

  • “Brink” follows eco-heroes fighting to save embattled species on the brink before it’s too late and premieres June 3rd.
  • “Destination Uncharted” takes viewers on a journey to the most stunning natural places on Earth, set for premiere July 1.
  • “Grid Breakers” profiles the world’s toughest pioneers who’ve battled the most extreme weather on Earth and lived to tell, premiering July 1.

while also announcing a slew of new programming launching this Fall, featuring 6x 2-4 min. episodes with the binge viewer in mind (aka the full episode run will go live at the same time.)

  • “I Am Unstoppable” tells the inspiring stories of six outdoor athletes who’ve overcome extraordinary obstacles to become champions.
  •  “Virus Hunters” (WT, launches November 2013) takes viewers inside the work of the scientists who protect us against nature’s most deadly killers. From an outbreak of H1N1 that spreads across the globe in weeks to a stolen vial of smallpox that decimates a population, the number of nightmare scenarios involving deadly pathogens is almost endless.
  • “Alive” (WT, launches December 2013) shares the stories of extraordinary Americans who have survived manmade and natural disasters. Weather Films talks to the survivors who defied death, and to the scientists who explain what happened.

Today’s presentation from the Weather Company shows just how serious they are taking online video as they look to build broadcast-scale programming across all screens.



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