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Weather Channel Moves to Long-Form Programming

Michael Kelly, the former president of AOL Media Networks who was recently named CEO of the Weather Channel, has had enough time to size up the challenges in front of him. He says the key question facing his company is how to take advantage of the opportunity of changing viewing habits on television, online and mobile.

He cites some examples of how the Weather Channel is changing its strategy. "One of the new things is "Wake Up With Al Roker" at 6 a.m., with Stephanie Abrams. That [show] is beating ratings from last year in its time slot, and we're getting great positive consumer feedback."

Another sign of the future is the evening program "Weather Center" with Jim Cantore and Alexandra Steele, "which treats the weather as news and not just forecasts. In certain time periods -- in prime time, during the day -- our viewers are going to get a produced show about the weather. That [formula] has proven very successful."



Read the whole story at Atlanta Journal-Constitution »

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