Weather Central Launches MyWeather.com

Weather Central, a leading provider of interactive weather graphics and data services for TV and other media, is taking on The Weather Channel’s weather.com and Weather Undergound’s wunderground.com, promising “more precise” online and mobile services that can tell the weather is users’ neighborhoods.

MyWeather.com made its formal debut on Monday with a desktop website, a mobile website and free apps for the iPhone and Android smart phones. An iPad app is in the works, Weather Central said.

According to the company, MyWeather is six times more precise in targeting weather reports than weather.com and wunderground.com. In other words, it said, MyWeather can make forecasts by the block, not merely by the city or town.

MyWeather also offers users weather reports personalized for their lives, locations and interests.

Each visitor to the website has the opportunity to custom-design the site using drag-and-drop widgets to display radar maps, Futurecasts, Twitter feeds, severe weather alerts and more.

“With the launch of MyWeather, Weather Central is thrilled to bring its industry-leading weather data and graphics directly to consumers worldwide, and with a new level of personalization that’s never before been available,” said Terry Kelly, founder and CEO of Weather Central.

“We’ve been a trusted weather information provider for more than 35 years, and we’re confident that consumers will find our products as reliable, useful, and accurate as our enterprise clients do.”

In January, E.L. Rothschild LLC, a private investment company led by Chairman Sir Evelyn de Rothschild and CEO Lynn Forester de Rothschild, announced an agreement to acquire a majority interest in Weather Central with the goal of expanding the company’s business for the enterprise, consumer, and mobile markets.

On the enterprise side, Weather Central recently developed a technology that will allow auto insurance providers to alert their customers via SMS when a major hailstorm is approaching so that the proper precautions can be taken, saving money for both the consumer and the provider.