1. INFORMATION DISSEMINATION… A MEDIA PERSPECTIVE Steven W. Lyons Tropical Program Manager The Weather Channel

2. Steve’s Media Truisms #1 & #2 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! 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. Public service is a marketing tool closely monitored to be cost efficient from a PR standpoint.

3. THREE TOPICS TO COVER THREE TOPICS TO COVER 1) KEEPING UP WITH THE JONES’ 1) KEEPING UP WITH THE JONES’ 2) PURPOSES FOR NEW TECHNOLOGY 2) PURPOSES FOR NEW TECHNOLOGY 3) MEDIA WEATHER COVERAGE IN 2015 3) MEDIA WEATHER COVERAGE IN 2015

4. KEEPING UP WITH THE JONES’ KEEPING UP WITH THE JONES’ They have it we must get it to remain competitive They have it we must get it to remain competitive They are using it this way, we must try that! They are using it this way, we must try that! From an internal perspective it looks “gee- whiz”, the public will love it! From an internal perspective it looks “gee- whiz”, the public will love it!

5. KEEPING UP WITH THE JONES’ KEEPING UP WITH THE JONES’ TWC does continuous “research” TWC does continuous “research” Asks viewers many questions Asks viewers many questions Questions are usually limited to specific topics Questions are usually limited to specific topics Results are only as good as the population sample you ask the question to 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! Research sometimes provides surprising results or what you did not want to hear!

6. KEEPING UP WITH THE JONES’ KEEPING UP WITH THE JONES’ Definitely not always a good thing to do Definitely not always a good thing to do Dependent on: Dependent on: Market size Market size Market location Market location Level of Media Competition Level of Media Competition Demographic make-up Demographic make-up Specific media purpose Specific media purpose

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

8. PURPOSE FOR NEW TECHNOLOGY Weather graphic/image quality is only as good as the TV/device receiving it! Weather graphic/image quality is only as good as the TV/device receiving it! Simple graphics are very frequently best 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! 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) 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)

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

10. MEDIA WEATHER COVERAGE 2015 Saturated with huge data loads with no more time to show “weather” than is currently available? 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)? 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.? Satellite resolution enough to show nowcast weather to a very localized area/street from space; cloud cover/rain/ground cover, etc.?

11. 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/ 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.? auto navigation systems/boats/golf carts/bicycles/etc.?

12. 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.)? 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? 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? Continuously updated forecasts?

13. MEDIA WEATHER COVERAGE 2015 The trend in weather disseminator weather knowledge, UP or DOWN? 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? 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?