Why Read This
US media company The Weather Channel has a mobile strategy that is based on an understanding of the cell phone as an additional media channel that can reach its audience. Mobile complements its cable and satellite TV, radio, and online channels. The Weather Channel makes its mobile offerings available to a wide audience through SMS, WAP, the mobile Web, mobile video, and mobile applications. The formatted-for-mobile videos that it produces each day create a rich media experience for anyone who subscribes to the service. The result is a successful attempt at delivering its media brand to the third screen in consumers' lives.