I'm too sexy for my pants, too sexy for my.......
Posted on 04/27/2002 8:53:14 PM PDT by Pokey78
Frank Batten remembers the day he called a press conference to tell the world about his "exciting new concept" for a TV network.
Weather.
Nothing but weather, 24/7.
"We call it ... the Weather Channel," Batten told the gathered reporters.
The room went totally silent. Then people began to groan, Batten, the former chairman of parent Landmark Communications, recalls in a new book.
Twenty years after its launch, the network that taught Americans about isobars and Icelandic lows is a cable TV staple and a big moneymaker. Ratings in one of its hottest time periods -- the early morning -- beat CNN and Fox News Channel.
But fewer people have been watching the Weather Channel in recent years. And at the network's headquarters near the intersection of I-75 and I-285 on Atlanta's Northside, changes are swirling.
Executives are convinced more viewers will tune in and stay longer if they think of the Weather Channel as a trusted and caring friend instead of just a box of meteorological data.
The trick is making it happen.
One big change being considered is hiring anchors with no meteorological training but lots of personality and energy.
Weather bunnies? At the Weather Channel, which has 120 meteorologists? It has people who have written books about the weather.
"Up until now, the weather has been the star, not the people," says Patrick Scott, the president of Weather Channel Networks. "Weather is still the franchise. That's not about to change," he said, but "we can add more personality."
Lots of other alterations have already been made.
The on-air meteorologists now have talent coaches, for example.
In the past, anchors would be briefed solely on matters related to meteorological matters before they went on the air. Now they hear about "brand equity" and get feedback from viewer focus groups.
Executive producers ponder ways to link forecasts to gardening, stuffed-up noses and traffic jams -- in short, the kind of real life that doesn't show up on weather maps.
Viewers are seeing more video -- inline skaters, sunbathers, cyclists -- and more footage from around sports events. Next weekend, a crew will report from Louisville for the Kentucky Derby.
Plenty of the changes are subtle, like anchors who are trying to be more touchy-feely. Instead of merely saying that Chicago will have a high of 29, meteorologists might tell viewers to button up the kids because it will be a cold one.
And meteorological jargon is now passe.
"I remember when I first arrived," Scott says. "I heard 'dew point' every 15 minutes. And I knew for certain fact that 95 percent of the public didn't have any idea what it meant."
Some changes are hard to miss. Rather than airing an endless cycle of forecasts and statistics, the network has given names to blocks of programs, with the hope that viewers might stay for the whole show.
New series to start</B< P>
Early next year, executives plan to launch a new series called "Storm Stories." Airing at 8 on weeknights, the program will show people caught up in dangerous weather. In the past, viewers groused about having to sit through long feature programs while waiting for their local forecasts, so each episode of the new show is only a half-hour.
Network executives are expecting a payoff in viewership.
"I defy somebody to go by flipping channels and see a funnel cloud touching down and not stop," says Bill Burke, who became president of the Weather Channel Cos. this year.
Keeping people's attention has been a big challenge. The network's typical viewer hangs around only 12.7 minutes per sitting.
The Weather Channel fits an odd role in the TV landscape.
At one time, it ran promotions essentially telling viewers it's OK to admit they watch the channel.
A big pocket of Americans just don't get the whole Weather Channel thing, according to the network's own consultants. Those people are content to stick their hand out the door to figure out the weather.
But they are in the minority, the network's consultants say. Plenty of people are fascinated by the drama of weather. Some won't make plans without knowing what weather is coming. Some are so forecast-fixated that they flip to the Weather Channel to find out what the weather is like for friends and family in other areas.
"I am surprised sometimes how many people really enjoy watching it all the time," says morning anchor Heather Tesch. "Not just turning it on to check in but having it on much of the day."
For many of those viewers, meteorologists are stars. Tesch gets about 100 requests a month for her autograph. And weather hounds can go to the network's Web site, weather.com, to read her bio -- thunderstorms are her favorite weather event, and she named her dog Doppler.
Cable TV viewers consistently rank the Weather Channel as the most valuable and useful network on cable, according to the Beta Brand Identity Study. And weather.com is a top 25 online site, with 15.3 million unique visitors in March, according to Jupiter Media Metrix.
It's all powered by the brand on cable TV.
"They are pretty much considered a cash cow right now," says Derek Baine, senior analyst for Kagan World Media. The firm estimates that the Weather Channel will generate $230 million in revenue this year and $91million in cash flow, a typical measure of media companies that includes earnings before interest, taxes, depreciation and amortization.
The network is owned by privately held Landmark Communications of Norfolk, Va., which also owns two TV stations, billboards, newspapers and a number of specialty and classified advertising publications.
"They have a monopoly on cable, and it's been very profitable for them," says Joel N. Myers, president of AccuWeather, which provides weather information to businesses and news outlets. "They were either brilliant or lucky to have done what they did."
Storm clouds on horizon in 2001
But 2001 was troubling for the Weather Channel. Overall ratings have been on a gradual decline, and last year they reached their lowest level since 1994 for full-day ratings. The war on terrorism temporarily pulled viewers away from the network, Weather Channel executives say. And weather news generally has been slow over the last two years, without a major hurricane making landfall in the United States.
But the bigger threat is that the Weather Channel is competing for viewers in TV terrain that has grown increasingly crowded with other channels.
All of which has Weather Channel executives memorizing a new mantra for the network.
"It's not about hot, cold, wet, warm, dry," says marketing chief Steve Schiffman. "It's not about the forecast. It's about the Weather Channel understands and cares about the connection between weather and your life."
Seriously, if they get rid of Sharon Resultan, I'll never watch again!
BTW, Sharon must have the gestation cycle of a blue whale. 2 year long pregnancies.
After 30 minutes she said, "You couldn't GIVE me one of those! They don't carry the local weather forecasts on The Weather Channel!".
I'm too sexy for my pants, too sexy for my.......
It's already going that way. Over the past months there is less and less weather and more just plain crap! Just because someone there is tired of reporting weather is no reason to wander off the reservation and into endless reruns of stale and moldy footage of ancient weather. Does anyone really care? Also, the weather related "features" are such a tedious bore.
The good news is, we watch the weather channel much less than before, and are discovering other channels and other things to do. If we can't get REAL weather when we want it, why stick around for this People Magazine type stuff? I predict management changes at the Weather Channel within the year.
Thats true, but putting up with cable service is even worse!.
Digital cable is a joke, the picture still looks like garbage.
The dish almost never goes out, unlike cable, which goes out on a regular basis.
The Dish Network now offers local weather conditions at the touch of your remote, commercial free, so the Weather Channel needs to do some major retooling or go the way of the Dodo.
Isn't that the truth. At least they should stand to the east of the weather fronts, that way I could see what's coming at me instead of what has already passed through.
A couple of other things: first, TWC has a MAJOR east coast bias; second, they have bought into the global warming thing BIG TIME; third, they are running too many side story pieces. They should go back to the satellite coverage and the seven day forecast three or four times an hour. We are back to watching the local news because we don't want to sit through an hour of TWC waiting for the west coast to come up.[/rant]
Well, they will probably add new "Weather Bunnies."
True--most Americans (or human beings) know what "Dew Point" means. What really aggravates me are these "Weather Heros" how take to the beaches everytime a little storm hits.
"Yes Jim, as you can see--the winds are now picking up to 25 knots here. Everybody----Lookatmeeeeeeee! LOOK HOW BRAVE I AM! I am right here--in the rain!"
Please.
Back in their beginning they had a PET PHOTO CONTEST and we entered our Cocker Spaniel (Sparkle) being chased buy a mama deer.At 5 oclock one morning my wifes screams of "SPARKLE is on TV" woke me from a sound sleep. I swear my heart stopped as I thought she was under attack. Sparkle was a runner up out of thousands of photos. I got a Tee Shirt and Sparkle was immortalized as the photo ran 4 time an hour for 2 weeks and I took some screen shots with my camera.
Maybe they could also do "weather of the future"?
Oh, wait, that'd be a "forecast." Never mind! :-)
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