The Weather Channel Tightening Focus

By: The Associated Press
By: The Associated Press

The Weather Channel is trying something new to turn around some soft ratings: It's reemphasizing weather.

The network unveiled a redesign this week that will enable viewers to see their local forecasts on-screen whenever they tune in, even during commercials. The network is also increasing its capacity to cast aside regular programming during severe weather conditions.

The network is trying to walk a fine line by keeping the weather nerds interested while providing shows that people will watch more than five or 10 minutes at a time. The Weather Channel this year has seen its lowest ratings in five years.

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