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Weather Channel Gets New Look, Set, Mantra

NewWeatherChannel

The seasons are changing at the Weather Channel. Starting tomorrow, the network will introduce a new visual identity for the network as well as a new tagline: It’s Amazing Out There.

There will be all new weather graphics, refreshed network packaging and new graphics and audio for Local on the 8s, which promises to include more detailed local weather forecasts.

Mornings, the network’s most popular daypart, will feature a new set and new graphics and a new marketing campaign. Among total viewers for Q4 2013-to-date, the 6-9am block trails Fox News, MSNBC and CNN, but with 233,000 viewers, tops HLN (208,000) and CNBC (114,000).

HD viewers will see an enhanced sidebar (shown above) with more detailed weather information including barometric pressure, tides and moon phases. The Channel is turning Sunday nights into a long-form programming destination under the banner of “Natural Drama.”

“As the biggest weather geeks out there, it is totally natural for us to obsess over how weather stories of all kinds are presented and shared,” says David Clark, president of The Weather Channel. “We are investing in strengthening our role in the community of weather enthusiasts and in providing a deeper look into the awesomeness of weather and all the ways we’re connected to it.”

Creative agency mono worked with Trollback and Man Made Music on the tagline and on-air revamp.

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