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Weather impacts every aspect of our lives—whether to go out or not, what we'll wear, our travel destinations, even how we'll get to work. The Weather Channel makes sure viewers are the first to know what weather to plan for so they can make the most of their life outdoors.
But our viewers are not only asking to be informed. They also want to be entertained. With more original programming, more lifestyle content, more stories, more information, more inspiration, more on every screen, we offer much more than just the forecast.
To feed that incredible demand, The Weather Channel has embarked on an exciting brand evolution, including a new slate of original programming featuring compelling characters and stories told through the weather lens.
This strategy is working. The premiere season of "Coast Guard Alaska" saw ratings double in the time period (up 91 percent). Younger, more affluent people are watching (3.5 years younger, 72 percent A/B county) and they are watching longer (44 percent longer).
The Weather Channel's transformation is happening right now—in prime time, throughout the day and on every screen. Get ready for the new Weather Channel. Get ready to be informed. Get ready to be entertained. Get ready to be inspired. Get ready for change. Get ready for now.
HIGHLIGHTS
Wake Up With Al: Featuring America's favorite weatherman, Al Roker, this energetic morning show provides our audience with everything they need to get out the door and start their day. Mr. Roker and his co-host, meteorologist Stephanie Abrams, report on compelling weather stories in the field and interact with viewers and celebrity guests. "WUWA" explores all aspects of the day's weather and provides news updates from msnbc and business updates from CNBC. (Monday to Friday, 6 a.m. to 7 a.m. ET, encores at 10 a.m.)
Your Weather Today: Hosted by meteorologists Stephanie Abrams and Mike Bettes, this popular early-morning program serves up the most accurate local and national forecasts, real-time travel updates and weekend getaway tips, all with the high energy that only Abrams and Bettes can deliver. (Monday to Friday 7 a.m. to 10 a.m.)
ORIGINAL SERIES
Coast Guard Alaska: Set against the awe-inspiring beauty of Alaska's majestic peaks, along with the harsh oceans and treacherous terrain, "Coast Guard Alaska" shows the lives of the brave men and women of the U.S. Coast Guard Air Station Kodiak as they balance duty and family, and how each one deals with the pressures associated with the job.
Ice Pilots: "Ice Pilots" follows the last of the Arctic aviators as they fly vintage war planes to haul people, fuel and supplies to far-flung outposts in the Canadian North, chronicling the struggles and triumphs of the pilots and their planes in harsh, often perilous conditions.
Braving the Elements: "Braving the Elements" is a new anthology featuring multiple docu-series that reveal the work, subcultures and characters of professions that take place outdoors and are impacted by weather, seasons and extreme locations. Series announced to date include "Lights Out," "Turbine Cowboys" and "Iron Men." Additional titles will be added throughout the year.
Hurricane Hunters: "Hurricane Hunters" reveals the high-stakes world of pilots who fly planes into hurricanes to gather meteorological data from the eye of the storm. The show tracks their lives and dangerous missions during the height of the hurricane season.
Coast Guard Florida: "Coast Guard Florida" will follow the men and women stationed at the bustling Coast Guard bases of Clearwater, the Keys and Miami/Everglades charged with keeping America's ports secure and waterways safe. Their duties include stemming the flow of illegal narcotics, securing the southeastern border, protecting the environment, enforcing maritime laws and treaties, and saving those in peril on the sea.
Source: 1Nielsen Media Research, NPM Sample, April 2012. 2Nielsen Media Research, NPower, Cume (March 2012, M-F 6 a.m.-11 a.m., A25-54 reach, 1-minute qualifier. 3Magid, Q4'11. 4comScore Mobile Metrix 4Q'11. 5Apple. 6comScore Ad-Supported Sites, March 2012. 7comScore, Mobile Lens, December 2011. 8Apple, Android, BlackBerry and Palm App stores, April 2012; all-carrier daily sales report for iPad downloads March 2012.