Weather Co. Debuts Enhanced Max Platform

Designed to respond to breaking weather alerts, the “One Click Play-to-Air” interface is designed to accelerate broadcast production workflows and give broadcasters access to improved on-air tools and resources for expedited weather data analysis and presentation.

As the frequency of powerful storms and wildfires increases worldwide, now, more than ever, it’s crucial that meteorologists quickly deliver what could be life-saving weather updates to viewers.

To better facilitate real-time severe weather reporting, The Weather Company, an IBM Business, has completely reimagined its Max platform with the launch of its new “One Click Play-to-Air” interface. Designed to respond to breaking weather alerts, the interface accelerates broadcast production workflows and gives broadcasters access to improved on-air tools and resources for expedited weather data analysis and presentation. The new interface was revealed at the centennial 2020 AMS Annual Meeting in Boston.

During a storm watch, it’s crucial that meteorologists depict the most relevant and up-to-date weather information for viewers. The new “One Click Play-to-Air” interface is designed to make it easier for broadcasters to access fresh data during pre- and mid-broadcast production.

With the new interface, meteorologists can access and toggle between several sources of real-time severe weather radar, in just one click. Plus, The Weather Company says, the upgraded decluttering algorithm allows meteorologists to more quickly identify hazards based on the severity of storm cells — ensuring viewers get the most urgent updates first.

Bill Dow, head of media solutions at The Weather Company, said: “Our new Max ‘One Click Play-to-Air’ interface will improve on-air resources for severe weather reporting to help inform and keep audiences safe during disruptive weather when it matters most.

“Today’s broadcasters must analyze continuously-changing weather data and share crucial information with their audiences quickly. We understand these challenges, and have worked closely with our customers to address them by creating these industry-leading capabilities.”
To stay up-to-date, meteorologists can create custom triggers with Max to automatically monitor for pattern changes like temperature fluctuation, and road closures. Once triggered, alerts will prompt meteorologists to pivot their on-air commentary to highlight breaking updates. Specifically, with just one-click, meteorologists can switch the supporting graphics and data for a broadcast, to enable dynamic and real-time reporting.


In addition to streamlining weather data acquisition, the Max “One Click Play-to-Air” interface optimizes the navigation of on-air forecasting and telestration tools — making it easier for meteorologists to present updates to their audiences.

The Max “One Click Play-to-Air” also lets meteorologists customize the tools visible on the interface, to better suit specific weather and traffic coverage and their preferences. New optimizations, such as adding options for both text- and image-based palette items as well as adding a larger window to display broadcast graphics, better equip meteorologists to deliver relevant and timely updates to viewers. Overall, less time is spent searching for the right tools during a broadcast, freeing meteorologists to focus on the content of their presentation instead.

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