The Weather Channel Singing In The Rain
Ordinarily people tune in to the Weather Channel merely to get an overall view of weather conditions in their area for the day, rarely sticking with it long enough to view ads. The exception is a major weather-related disaster. Now, the channel, which was acquired by NBC last year for $3.6 billion, has hit on a way to hold onto audiences longer -- by airing movies related to the weather. It announced Monday that the first such film, The Perfect Storm, starring George Clooney, will air as part of a Friday-night feature titled "The Weather Channel Presents" beginning October 30, the 18th anniversary of the actual "perfect storm" on which the movie was based. In a statement, TWC programming chief Geoffrey Darby said, "Adding films to our Friday night lineup is a great way for us to further demonstrate how weather is an all-encompassing part of our lives that entertains and inspires us."