Dive summary:
- The Weather Company announced plans, during its NewFronts pitch to digital ad buyers, to launch a series of short-form shows that will air on TV, mobile, and web.
- Programming will include "Virus Hunters," a dramatic look at super viruses that could affect large groups of people, and "Alive," which will chronicle the harrowing tales of people who survive treacherous weather events.
- The Weather Company is hoping the TV programming will help them compete with the likes of the Discovery Channel or the National Geographic channel.
From the article:
"But it also is working to foster its particular community of weather enthusiasts, who executives described as tech-savvy consumers who check the weather first thing in the morning and just before turning in to bed. The company's Weather Underground community has installed 30,000 personal weather stations, and this summer The Weather Company hopes they'll contribute more content in the form of photos through its iWitness platform."
