Five considerations for choosing weather broadcast media solutions

By The Weather Company

Is your station or group reaching its full potential?

Local expertise is a broadcaster’s biggest advantage. But that knowledge must be supported by the best weather data, cutting-edge graphics and the ability to meet audiences across platforms with a superior and consistent experience.

With this in mind, here are five areas to consider when evaluating weather broadcast solutions.

1. Cross-platform capabilities

To meet your audience on their terms, you need a seamless brand experience on TV, mobile, social and web channels.

Choose a provider that makes it fast and simple to create and distribute high quality content across platforms. This should include the ability to automatically publish to social media, send hyperlocal mobile weather notifications and include your trusted on-air talent in audio and video content. Also, consider solutions that can make your audience part of the team by incorporating their social posts in your broadcast.

2. Flexible data integration

People rely on weather predictions to plan nearly every aspect of their lives. Delivering the most accurate forecast on a regular basis is a powerful way to keep them coming back for more.

Ask your potential provider about how they source and model forecast data, how frequently forecasts are updated and their forecast resolution. Be sure to research model performance as well, preferably as evaluated by a third party.

Also, choose a solution that offers various models you can reference and enables you to incorporate preferred local data sources to create a more precise picture of tomorrow’s weather.

3. Differentiation

What makes your broadcast stand out? In addition to local knowledge and recognized on-air personalities, you need a superior visual experience.

Empower your talent and production staff to be more creative and more efficient with simplified tools for building customizable earth scenes, 3D images, icons, tables and more. 

You can also incorporate augmented reality to immerse the audience in the weather story, such as creating virtual storms inside the studio to demonstrate the potential severity.

4. Remote accessibility

Empower meteorologists to create exciting visualizations and a sleek, professional-looking (if virtual) studio even when they’re broadcasting from their garage or in the field.

To achieve these capabilities, deploy your broadcast media solution through a hybrid approach that includes both an on-premises system and a secure cloud environment. The on-premises system provides local graphical processing capabilities while the cloud allows staff to access data, graphics and scenes that are stored in repositories and shared across your group.

This hybrid approach supports collaboration and raises content quality by enabling meteorologists across stations to cooperatively build and share resources. These shared cloud repositories can also increase production by allowing more team members to create and distribute content using simplified tools and easy access to graphics. 

When severe weather strikes, cloud deployments can enable meteorologists and even entire sister stations to assist each other or fill in if one station goes dark. You can also recover much faster after a disaster by backing up important graphics and resources to the cloud.

5. A community of users

Speaking of collaboration, don’t underestimate the value of community. A large pool of long-time users suggests that the products and brand are a trusted resource.

Community drives innovation. Connecting with other broadcasters using the same tools can improve your on-air presentation through the sharing of best practices, tips and advanced techniques. 

Ask your provider if they host events or virtual spaces in which clients come together to learn, network and generate new ideas on gaining the most value from the tools available.

Why should you choose The Weather Company?

The Weather Company, an IBM Business, partners with broadcast clients to create outstanding content and deliver seamless branded experiences across mobile and TV platforms.

Our solutions allow you to incorporate your locally sourced weather information with data from the world’s most accurate forecaster* as well as our expert observations, satellite imagery and proprietary weather models.

Let’s talk about how we can work together to help your station or group reach its full potential. Contact us today to get started.


*ForecastWatch, Global and Regional Weather Forecast Accuracy Overview, 2017-2020,, commissioned by IBM. (links resides outside of

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