# Presentation: 293283

## INFORMATION DISSEMINATION...A MEDIA PERSPECTIVE

- Steven W. Lyons
- Tropical Program Manager
- The Weather Channel

##   Steve’s Media Truisms #1 & #2

- Most changes in private sector media are driven by competition and/or getting a competitive edge with the intent of making money, not with the primary desire to do a better job!
- Public service is a marketing tool closely monitored to be cost efficient from a PR standpoint.

##    THREE TOPICS TO COVER

- 1) KEEPING UP WITH THE JONES’
- 2) PURPOSES FOR NEW TECHNOLOGY
- 3) MEDIA WEATHER COVERAGE IN 2015

##  KEEPING UP WITH THE JONES’

- They have it we *must* get it to remain competitive
- They are using it this way, we *must* try that!
- From an internal perspective it looks “gee-whiz”, the public will love it!

##  KEEPING UP WITH THE JONES’

- TWC does continuous “research”
- Asks viewers many questions
- Questions are usually limited to specific topics
- Results are only as good as the population sample you ask the question to
- Research sometimes provides surprising results *or* what you did *not* want to hear!

##  KEEPING UP WITH THE JONES’

- Definitely not always a good thing to do
- Dependent on:
- Market size
- Market location
- Level of Media Competition
- Demographic make-up
- Specific media purpose

## PURPOSE FOR NEW TECHNOLOGY

- Rapid receipt of weather information
- Examination of how new technology will improve your business/life. Examples:
- TWC’s “STAR” and “SUPER STAR”
- TWC’s graphics
- TWC’s satellite & radar imagery
- TWC’s live coverage
- TWC’s multiple feeds

## PURPOSE FOR NEW TECHNOLOGY 

- Weather graphic/image quality is only as good as the TV/device receiving it!
- Simple graphics are very frequently best
- There is still a large fraction of the population that does *NOT*  know how to interpret a radar or satellite image!
- Quickness of new technology/devices to transmit/receive information will likely result in a focus toward rapidly changing weather events and nowcasts and 3 to 6-hour forecasts (e.g. severe thunderstorms and tornadoes)

## PURPOSE FOR NEW TECHNOLOGY

- Mobile wireless connections will continue to grow and costs will drop?
- Data transmission speeds will increase?
- Will the public become over saturated with information?
- Packaging of information into a value-add applied summary for specific purposes will be the trend as data volume increases?

## MEDIA WEATHER COVERAGE 2015

- Saturated with huge data loads with no more time to show “weather” than is currently available?
- Seeing is believing w/visual media, live-cams all over town to show rain in any specific area of town (viewer interactivity)?
- Satellite resolution enough to show nowcast weather to a very localized area/street from space; cloud cover/rain/ground cover, etc.?

## MEDIA WEATHER COVERAGE 2015

- Media technology will allow weather watches, warnings, radar, satellite images to be posted on nearly every media device; cell/page/palm/radio/TV/PC’s/ watches/clocks/bedroom ceilings/
-    auto navigation systems/boats/golf carts/bicycles/etc.?

## MEDIA WEATHER COVERAGE 2015

- Viewer may be able to choose the level or depth of weather coverage (novice to expert) and/or specific application of weather to user need (bike riding/horse riding/school dress/surfing/skiing/etc.)?
- A trend toward depicting “probabilistic” type forecasts will be well underway. Will require unique graphical presentations or a single summary graphic of ensembles?
- Continuously updated forecasts?

## MEDIA WEATHER COVERAGE 2015

- The trend in weather disseminator weather knowledge,  UP or **DOWN**?
- Weather disaster coordination between/among government agencies will continue to be far better than from them to the public it services...requires constant work between agencies and ***independent***** **media?