When the weather outside is frightful, viewers flock to The Weather Channel. But the cable network wants people to keep tuning in even when outdoor conditions aren't extreme, as well as hold on to viewers who log on to TWC's weather.com or other online sources for forecasts.
TWC will step up those efforts on March 31 when it launches From the Edge, a new weekly half-hour series built around the travels of Australian nature and landscape photographer Peter Lik. The show will be a glossy addition to TWC's recently launched prime-time block of shows such as Storm Stories.
"Our viewers' other favorite channels are History and Discovery," says Weather Channel president and CEO Mike Kelly. "They like entertainment shows that also inform them. We need to give them programs like that on a consistent basis."