/// Weather Channel Greenlights 6 New Series in Time for First Upfront in 5 Years

April 3, 2013  |  Media Week

The Weather Channel held its first-ever full-blown upfront presentation this morning at the Mandarin Oriental hotel in Manhattan, with Weather Company president David Kenny touting a new slate of originals and several recent shows that represent a change in the forecast for the elderly cable network. It's been five years since Weather had an upfront of any kind, but it's always been a party and never (until now) a programming presentation. Up soon on the network: Freaks of Nature, a series about people who exhibit strange and unusual powers; and Strangest Weather on Earth, about everything from volcanic smoke rings to rains of frogs. Both series were greenlit for 12 30-minute episodes, and have nine planned. Storm Warriors, about people who work in severe inclement weather, will have six half-hour segments. Also on the slate: Coast Guard: Cape Disappointment, a new edition of the network's highest-profile franchise from Al Roker Entertainment. The new programming boosts Weather Channel content to fully 20 original programs. The company played up its ad opportunities: Its devoted viewers, said chief global revenue officer Curt Hecht, are “weather enthusiasts,” in line with corporate co-parent NBCU's predisposition for branding viewerships (Bravo's watchers are “affluencers,” Syfy's are “igniters.”) It also announced a new partnership with Twitter (where it directs plenty of traffic these days), which will allow Weather and its partners to generate promotions around weather-related activity on the microblogging site.

Link:
Weather Channel Greenlights 6 New Series in Time for First Upfront in 5 Years


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