How The Weather Channel Became A Mobile Video Player, Digiday Video Anywhere Summit, April 11
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This document discusses the challenges of delivering local weather data on TV in 1982 and how that innovation was ahead of its time. It then contrasts the traditional TV model of acquiring video content with the needs of digital platforms, noting TV fills time while digital cuts it. The document advocates developing a personalized digital experience with dynamic content and breaking news delivered by on-air talent.
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How The Weather Channel Became A Mobile Video Player, Digiday Video Anywhere Summit, April 11
- 2. This is the Greatest Piece of Technology You Will See All Week
- 3. 3
- 4. • We figured out how to deliver local weather data to your TV • A trick no one has replicated to this day • OTT, 30 years before it was cool It Looks Easy Now, But This Was Insanely Difficult in 1982
- 5. So we started doing what most TV companies do….
- 7. So we started doing what most TV companies do….
- 8. Bought a lot of VCRs
- 9. Which makes a lot of sense… We’re a TV network, we have tons of video We have amazing talent who everyone loves We want to market our TV product... cause money
- 10. But it doesn’t really work that well • Can’t respond to real-time user data • Formats not built for mobile or social (or even web) • TV fills time, Digital cuts time • TV news is a personality business, Digital news (at least so far) is an information business Salon quality hair doesn’t help
- 13. dynamic home screen show lasso tool show weather video in multiple markets This Time It’s Personal
- 15. And the single life has been great Talent has been highly effective on property. WE’RE SEEING NEW PEOPLE Breaking news, especially weather, is better with talent Fastest production during breaking news
- 18. play news sizzle
- 19. Play news sizzle
- 23. play real death valley cold open
- 25. So how’s it working?
- 29. A quick word about Facebook. • Majority of the video growth in the industry • Almost all of it is mobile • Very little of it overlaps with O&O property • Major brands have no advantage • We’re all praying they’ll pay us
- 30. Top 10 FB Video Channels Feb 2016 NBA is the only traditional brand 5 of 10 are food