With the WAAY 31 Storm Tracker Early Warning Radar Network, the station gathers resolute weather insights every minute versus waiting up to 4 – 6 minutes for less precise NWS radar data, depending on the NWS scan mode in use. This time savings can literally make a life-or-death difference for residents.
For Wright, nothing is more important than informing viewers of potentially life-threatening weather faster and with greater accuracy than anyone else.
“Staying in front of the weather, to help keep people and their families safe, is one of our station’s highest callings,” he says.
The performance of WAAY-TV radar as compared with NWS radar became apparent in mid-February 2021, when a nearly nationwide storm caused freezing rain, sleet and snow across Central and North Alabama.
“The proof is in the data. Our Decatur radar was scanning at such a low level, we were able to see localized, lake-effect snow. It was so localized that the national radar in Hytop and Columbus missed it,” explains McKenna.
“Also, we had flurries coming into the Shoals,” she adds, “and we were able to see those little bands of light snow, which are notoriously difficult to pick up. Nothing was visible on the national radars.”
By investing in its own local radar network, the station is well positioned to grow its audience and boost ratings, especially by expanding its digital presence.
“I want to be sure that when people invest their time in WAAY, we give them severe weather information they’re looking for as quickly as we can and that it’s up-to-date — providing an earlier warning than other radars available in the market — and accurate,” comments Wright.
The station’s mobile and web views and audience interactions have increased since the network became fully operational in 2020. Using both mobile and web devices, WAAY-TV viewers can access all three live radar screens at any time. They can also receive timely, personalized weather insights and talk one-on-one with WAAY-TV meteorologists on social media.
With a leading-edge radar network, the station has also strengthened its brand and culture. Employees and residents alike are taking ownership in the network, spurring deeper connections that encourage viewers to keep tuning in to WAAY-TV. For instance, the leaders of Tuscumbia, Alabama, will present the station with a Key to the City award in gratitude for placing one of the radar units in nearby Muscle Shoals, an area previously unserved by radar coverage.
“I’ve always believed you win with weather,” says Wright.