How The Weather Channel Became A Mobile Video Player, Digiday Video Anywhere Summit, April 11

This is the Greatest Piece of Technology You Will See All Week

3

• We figured out how to deliver local weather data to your TV

• A trick no one has replicated to this day

• OTT, 30 years before it was cool

It Looks Easy Now, But This Was Insanely Difficult in 1982

So we started doing what most TV companies do….

So we started doing what most TV companies do….

Bought a lot of VCRs

Which makes a lot of sense…

We’reaTVnetwork,wehavetonsof

video

Wehaveamazing

talentwhoeveryoneloves

WewanttomarketourTVproduct...causemoney

But it doesn’t really work that well• Can’t respond to real-time

user data• Formats not built for mobile

or social (or even web)• TV fills time, Digital cuts

time• TV news is a personality

business, Digital news (at least so far) is an information business

Salonqualityhairdoesn’thelp

dynamichomescreenshowlassotoolshowweathervideoinmultiplemarkets

ThisTimeIt’sPersonal

And the single life has been great

Talenthasbeenhighlyeffectiveonproperty.

WE’RESEEINGNEWPEOPLE

Breakingnews,especiallyweather,isbetterwithtalent

Fastestproductionduringbreakingnews

play news sizzle

Playnewssizzle

Insertscreenshotsofthelift

play real death valley cold open

So how’s it working?

A quick word about Facebook.

• Majority of the video growth in the industry• Almost all of it is mobile• Very little of it overlaps with O&O property• Major brands have no advantage• We’re all praying they’ll pay us

Top 10 FB Video Channels Feb 2016

NBA is the only traditional brand

5 of 10 are food