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TWC relaunch date
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sjs1959



Joined: 11 Aug 2005
Posts: 588

PostPosted: Fri Aug 12, 2005 10:06 pm    Post subject: Reply with quote

Just give me the damned weather. No Storm Stories, no Forecast Earth, just weather and Alexandra Steele.

Enough of the cute little butterball in the morning. Kristina, as well.
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Jeff



Joined: 18 Jul 2005
Posts: 1099

PostPosted: Sat Aug 13, 2005 1:55 am    Post subject: Reply with quote

Yet another article on the relaunch. This one has some info on the new show (Weekend View) and a picture of Dao Vu & the new set (if anyones interested)
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"Wilson said it would take a "Good Morning America"-style approach to a weather news show, with an in-studio host and meteorologists scattered around the country.

The new, live program, which will be shown on Saturdays and Sundays, is meant to have a breezier feel than most Weather Channel fare. The network has built a special studio for the show, with a couch and chair set in a colorful space that doesn't look like the newsy main studio."
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http://www.ajc.com/search/content/business/0805/13bizweather.html
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Jeff



Joined: 18 Jul 2005
Posts: 1099

PostPosted: Thu Aug 25, 2005 12:56 pm    Post subject: Reply with quote

Weather Channel's
emotional climate

The Weather Channel is going beyond merely reporting the forecast.

Okay, so the idea of walking out the front door and hugging a thunderstorm may seem a little abstract to most of us.
But the motivation behind such a theoretical gesture - that we respond to weather in an emotional way - has inspired the Weather Channel to undertake a multimillion-dollar makeover of the way it covers earth, air and sky.

It started with a new logo, and before it's finished, later this year, the makeover will have given old shows a new look, introduced new shows and brought new people on camera.

"We did extensive research," said Cindy Jones, vice president of consumer marketing for the Weather Channel, "and we found weather impacts people's lives in ways that go far beyond just the practical.

"They want to know how to dress when they leave the house in the morning. But they also feel a real emotional connection to the weather. We want to tap into that."

It sounds a little New Age-y at first, but I think I understand her point, because weather is a common experience for everyone on the planet, and there's no reason a strong image on a TV screen can't summon some of our real-life response to the wind and the rain.

I'm not sure if dust storms in Montana will bring the same lump to my throat as the Marseilles scene in "Casablanca," or if humidity in Florida will make my eyes well up like they do when the kids look into the distance at the end of "Homeward Bound" and spot Chance the golden retriever coming up the hill.

But hey, try me.

The channel's new official slogan is "Bringing Weather to Life," and Jones said viewers not only accept the changes, they asked for them.

The kind of new thing viewers can expect, specifically, is the long-running "Weekend Planner" show becoming "Weekend View," subtly shifting the emphasis from practical information to collective experience.

That show will add a host, Dao Vu, who comes from the syndicated morning show "The Daily Buzz," and it will shift some of its focus from talking about the weather to experiencing it.

"Instead of two people behind a desk with a map," said Jones, "we'll spend a lot more time at events and locations."

One of the good things about being the Weather Channel is that you never run out of material. Sports teams all take a break here and there, but weather shows up every day, and for 88 million households, the same can be said of the Weather Channel.

Twenty-three years after the smart people in the TV biz laughed at the idea of a channel that carried 24 hours of weather, that channel has become a regular stop on the American television dial, visited automatically for local updates or to find out just how bad that snowstorm or hurricane is looking at the moment.

The Weather Channel's impact is evident just by looking at local TV whenever a storm or even a false alarm hits town. Four or five local stations immediately go wall-to-wall weather, and one reason is they know the Weather Channel is waiting if they don't.

One broader goal of the new Weather Channel look, Jones readily allowed, is to get some of those viewers - the people who drop by only for updates or when Buffalo is buried under 7 feet of snow - to come more often and stay longer.

The channel has had great success with "Storm Stories," dramatic tales of extreme weather, and it would love to find more programs that keep viewers watching the Weather Channel like they watch ABC or HBO.

But I've got to warn them. For my wife, I don't think a leisurely tour of a beautiful night at the Texas State Fair is ever going to be quite as moving as "Pride and Prejudice."
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Dutchman



Joined: 17 Jul 2005
Posts: 9064
Location: Hooterville

PostPosted: Thu Aug 25, 2005 6:54 pm    Post subject: Reply with quote

Cindy Jones is a fertilizer salesman. Rolling Eyes

Thanks for the article, Jeff.
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Jeff



Joined: 18 Jul 2005
Posts: 1099

PostPosted: Sat Aug 27, 2005 8:21 pm    Post subject: Reply with quote

Little Debbie Joins Weather Channel


By Anne Becker -- Broadcasting & Cable, 8/25/2005 12:58:00 PM

Little Debbie may start feeling like the Morton Salt Girl, though in this case, when it rains, they snack.



As part of an effort to forge an emotional connection with viewers, The Weather Channel has partnered with McKee Foods to create Weather Channel-branded cartons of Little Debbie snacks.

The packaging rolls out in September on some 50 million Little Debbie pastry cartons, including those for popular items such as Honey Buns, Donut Sticks and Pecan Spinwheels.


During the six-month campaign, boxes will advertise the network�s morning show Your Weather Today and pitch its licensed merchandise including umbrellas and parkas.

They are intended to reach parents who feed their children Little Debbie snacks in the morning, encouraging them to tune in and find out how to best dress their kids for the day. The cartons will include an order form for $25 Weather Channel-branded umbrellas and $45 Weather Channel parkas.


The campaign is part of the channel's effort to distance itself from the image of a dry (and wet) data service.


On Aug. 15, the channel adopted a new tagline �Bringing Weather to Life� and started running nostalgic on-air spots focusing on weather�s impact on life events.

Boosted by tropical storm and hurricane coverage, The Weather Channel�s audience swelled 57% this July over last, averaging 444,000 total viewers in prime.

The network plans other brand-extension campaigns in the coming months.
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Dutchman



Joined: 17 Jul 2005
Posts: 9064
Location: Hooterville

PostPosted: Sat Aug 27, 2005 8:56 pm    Post subject: Reply with quote

Note to self: In the future, do not buy any Little Debbie products.
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