Is the weather boring?

[OpenMike]

http://www.theglobeandmail.com/servlet/ ... y/Business

TELEVISION

A rain maker's perfect storm
As it fends off suitors, The Weather Network is planning to add another channel


GRANT ROBERTSON

MEDIA REPORTER

October 17, 2007

If the ratings on The Weather Network are any indication, more than eight million Canadians each week are captivated by the drama of warm fronts and cold fronts, and the suspense of an early frost warning.

Now the company behind one of Canada's most profitable independent broadcasters is looking to tap the country's apparent fascination with the weather - with an unusual move into dramatic programming and documentaries.

Having rebuffed takeover offers from larger rivals this year, Pelmorex Communications Inc. is instead embarking on an expansion of its coveted broadcast assets, The Weather Network and its French counterpart, MétéoMédia.

In documents filed with federal regulators, Pelmorex is seeking to launch The Environment Network, "an exciting new digital specialty service" that will focus on talk shows and educational programs about the weather.


TV purists might snicker, but with the broadcasting sector in the midst of a wave of consolidation, Pelmorex figures it needs to get bigger.

Executives told regulatory hearings last month that the privately held company has been fielding "monthly" takeover offers.

Rather than sell, it wants to continue as an independent and has been trying to bulk up to compete for revenue. The company bought commercial forecaster World Weatherwatch last year, which sells storm data to industry and governments, and has been pushing its content to wireless providers.

The new channel could help expand its advertising base. The Weather Network had $45-million in revenue last year, but most of that came from the 23-cent monthly fee it collects through cable and satellite companies for each of its 10.2 million subscribers.

Just $16.2-million, or 37 per cent, of revenue came from advertising.

"People tend to watch us for short periods of time, so unlike sitting down for an hour to watch a drama, movie or sporting event, you're watching for 10 or 15 minutes and then you're moving on," said Paul Temple, senior vice-president of regulatory and strategic affairs at Pelmorex.

If Canadians find the weather entertaining, Pelmorex is betting they'll stick around to watch The Environment Network, with programs about global warming and pollution.

"The intent really is to have a mix of programming, because you've got to keep people's attention," Mr. Temple said. "You just don't want an endless series of interview shows. You want to make it interesting. So there's education, there's science."

However, the Canadian Radio-television and Telecommunications Commission has raised some concerns. The regulator wants to limit the amount of drama, including movies, to no more than 15 per cent of its airtime, if it is approved.

The expansion bid may also run into opposition from science or nature channels in Canada, which could argue that its programming strategy overlaps with theirs. Hearings will be held in December.

Pelmorex chief executive officer Pierre Morrissette did not disclose last month where the takeover offers have been coming from, but said the company is facing increased pressure.

"I've been approached almost every month," Mr. Morrissette said. "My answer has consistently been, it's not for sale. We're in it for the long haul."

However, Mr. Morrissette said it is becoming more difficult for independent broadcasters like The Weather Network to stand alone.

[Steve Sanderson]

OHHH!!!...If only it was in HD !!!

[Howaboutthat]

I think the first line of the article should be: If the ratings on The Weather Network are to be believed...

Eight Million??? c'mon!!

[crs]

and maybe they could have the suppertime Environmental NewsHour hosted by Al Gore.

repeats of "The Nature of Things with David Suzuki"

those Hinterland Who's Who vignettes hourly (I actually liked those!)

any other suggestions for programming??

[Mike Cleaver]

The Weathergirls could host the Disco Hour, singing "It's Raining Men!"

[jon]

My observation is that most of The Weather Network's audience is from viewers who want a weather forecast now, not sometime during the next TV newshour. Radio, of course, is an alternative, but today's TV-oriented world doesn't always think of radio.

It is especially popular with travellers in hotels, who have no idea of the local TV or radio programming.

Translating that audience into half-hour or hour-long features might be difficult.

On the other hand, have you noticed how often "Disasters of the Century" and similar shows are aired on cable channels these days? During Prime Time, too. Assuming those shows get decent ratings in Canada, I could see The Weather Network's spin-off station airing programming like that, especially if they advertise it on The Weather Network in every break.