• Ad Age, Thursday, January 5, 2006 11 AM

In launching two new half-hour programs this month, "Full Force of Nature" and "It Could Happen Tomorrow"--Wonya Lucas, executive vice president-general manager of The Weather Channel, says the company is hoping to hit viewers' "awe button." The new shows will join with "Storm Stories" to form a two-hour block of prime-time programming intended to help redefine TWC. "It's a delicate balance between expanding the definition of weather while still being reliable to viewers day to day who have come to expect something of you," Lucas told Ad Age. The introduction of a new prime-time block is described by TWC as an experiment.

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