How The Weather Channel produces video content for hyper-localized digital media network LocalNow

Posted by Sarah Hughes on Nov 7, 2017 7:00:00 AM

Topics: Partner Spotlight

The Weather Channel has been the leading innovator for weather and local news coverage since it was first introduced into American households in 1982. Before that time, the weather forecast was only allotted a small time slot on the local news station - after, audiences could turn on The Weather Channel’s 24/7 television network and know what to expect, localized to them. It was one of the first times audiences were introduced to the “what you want, when you want it” experience that the internet would universalize ten years down the road.

Since then, the way that audiences consume information has evolved, and The Weather Channel has evolved along with it - by partnering with Wibbitz and introducing a brand new “what you want, when you want it” experience through digital media network LocalNow. LocalNow uses The Weather Channel’s unmatched video production and localization capabilities and the Wibbitz platform’s patented AI video creation technology to cover not just the weather, but the news, sports, and lifestyle stories that matter to local audiences.

“As video content is increasingly consumed on other platforms in addition to linear television, we need to serve viewers high quality video on all screens. In the past, many companies have added huge amounts of manpower to increase content production in the local news space. We’ve taken a different tact where we’ve tried to leverage technology to help support our ability to produce meaningful amounts of content, really quickly, for every single market.”

- Freddy Flaxman, COO at The Weather Group

LocalNow is the first OTT platform to provide hyper-local video coverage, all in one place - so whether a subscriber is in Atlanta, Georgia or Denver, Colorado, the information that they see on their LocalNow channel will pertain specifically to them. And with the support of the Wibbitz automated video platform, The Weather Channel’s team can produce video content around these stories within minutes, and distribute it directly to its intended audience.

We’re proud to have been chosen to power video for the first local OTT platform of its kind, by the most innovative local news brand of our time. We look forward to finding new ways to pair our advanced video automation and content localization capabilities as The Weather Channel continues to transform the way local news is covered.

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