Monies involved
News channels refused to divulge exact details on the kind of investments made in infrastructure and equipment for weather reporting, passing it off as "a considerable amount." Says Oke, "CNN makes a considerable investment to ensure that viewers are provided with the most accurate and latest information."

Innovations BBC claims to have done a lot of innovat-ions in weather reporting. Since George Cowling of the Met office became the first person to present a weather bulletin on British television on 11 January 1954, the BBC’s Weather Centre has been constantly developing and improving both its broadcasting and computer technology and also received the Royal Television Society's award for Technical Innovation in operational systems in 1993. As far as CNN is concerned, it launched the World Weather Center in September 1999. Prior to that the weather forecasts were recorded by US forecasters from CNN USA. Over the years, the network has developed a distinct style and their team includes anchors from the UK, Nicaragua, Spain, Argentina and Canada. Incorporation of videos, live events, interviews and even guests are brought on to the weather segment. This creates a live vibrant international weather service that is unique and innovative.

Indian news channels have a deal with the IMD for providing them with regular updates on weather information. But no financial details could be obtained. Shankar did not want to reveal the amount that Star News was paying to the IMD.

But what infrastructure do channels need to invest in? Says Saxena, "There are different kinds of software available in the market for weather forecast and it gets upgraded too. Three months ago, Zee News made considerable investment in new software, which provides visual relief to the viewers. Earlier there were two-dimensional maps on which anchors reported. But now we have three-dimensional maps wherein the camera travels through the areas in the map that are being spoken about. Packaging has also been changed, through which we show floating clouds and three-dimensional snow flakes. All this requires us to update our technology so as to stay ahead in the game."

BBC and the Met office have a long-standing relationship that goes back to over 60 years. Says Lane, "The BBC pays the Met office for its staff and for weather data, but that is a commercially sensitive figure. The BBC also provides the broadcasting infrastructure. The way the BBC makes weather forecasts is probably the most cost-effective example in the world, as a tiny team make a large amount of material thanks to a great deal of well-tried automation."

Branding Weather
Weather reporting offers branding opportunities, particularly from tourism boards. But there are no advertising breaks during the weather reports on all the news channels.

BBC World, for instance, has opened up the weather bulletins to sponsors, including the Maldives Tourist Board. And a promotional team from the broadcasters is in close touch with the sponsors. Says Oke, "However, advertisers are able to sponsor the weather. Our promotions department works with the weather department on this wherein we create a special forecast, which is slotted into the ad break, and is branded with the sponsors name on it."

Zee News recently got on board Idea Cellular to sponsor their weather forecast segment. Says Saxena, "Weather is sponsored on most news channels. On our channel, sponsors' visibility has increased lately as we now have a more visually appealing weather segment." Star News, Aaj Tak and the likes too have their weather segment sponsored.

Weather brings in viewers
Interest among viewers on weather news is high, as it affects their lives in some shape or form. Says Oke, "Weather is very important, although sometimes hardened news folks don't like to admit it! In the US there's research that proves that many viewers tune in just for the weather. The weather anchor is one of the most important and high profile members of the on-air news team."

In India, however, weather reporting is still in its embryonic stage. The way forward as far as this segment is concerned, is better support from the IMD for frequent and detailed information on weather, which should also be more region specific. "A move has to be made in providing the viewers with more than just temperature and rainfall forecasts. It has to focus on seasonal changes, has to be more people oriented and have a human touch to it. That really is the way forward for weather reporting in India," says Shankar.

(Pic courtesy: www.gettyimages.com)