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This guide will help facilitate your strategy development as you consider, plan, and create content for a new publishing platforms.
The Weather Channel has been the leading innovator for weather and local news coverage since it was first introduced into American households in 1982. Before that time, the weather forecast was only allotted a small time slot on the local news station - after, audiences could turn on The Weather Channel’s 24/7 television network and know what to expect, localized to them. It was one of the first times audiences were introduced to the “what you want, when you want it” experience that the internet would universalize ten years down the road.
Since then, the way that audiences consume information has evolved, and The Weather Channel has evolved along with it - by partnering with Wibbitz and introducing a brand new “what you want, when you want it” experience through digital media network LocalNow. LocalNow uses The Weather Channel’s unmatched video production and localization capabilities and the Wibbitz platform’s patented AI video creation technology to cover not just the weather, but the news, sports, and lifestyle stories that matter to local audiences.
LocalNow is the first OTT platform to provide hyper-local video coverage, all in one place - so whether a subscriber is in Atlanta, Georgia or Denver, Colorado, the information that they see on their LocalNow channel will pertain specifically to them. And with the support of the Wibbitz automated video platform, The Weather Channel’s team can produce video content around these stories within minutes, and distribute it directly to its intended audience.
Vertical Video Snippet for Snapchat & Instagram Stories
TMZ has a large and growing audience on Snapchat and Instagram where vertical video is the expected format. By leveraging the Snippet video type, TMZ is able to easily package their breaking celebrity scandals into the types.
Square Social Video for Facebook
The success of Wibbitz-created videos on TMZ’s Facebook feed lead to the launch of TMZ Quickies, a Facebook playlist to square-shaped videos created in our Control Room. With the support of automation, TMZ has generated.
Once a big story breaks, TMZ uses the duplication tool to package their story into multiple video formats, in the same time it would take to create a single video. Wibbitz enables TMZ’s team to create videos customized for their intended.
“As video content is increasingly consumed on other platforms in addition to linear television, we need to serve viewers high quality video on all screens. In the past, many companies have added huge amounts of manpower to increase content production in the local news space. We’ve taken a different tact where we’ve tried to leverage technology to help support our ability to produce meaningful amounts of content, really quickly, for every single market.”
COO, The Weather Group
“Wibbitz helps us extend the life of a story by giving our fans another opportunity to consume our content online, in a way that suits their tastes - via video. With a good portion of our audience on Instagram and Instagram Stories, we can easily & seamlessly extend the reach of our stories to that audience in the vertical video format that works best.”
Director of Social Media, Audience Development & Partner Platforms, TMZ
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