In a surprise move, it was announced this week that Fox News Media is poised to enter the fray of weather forecasting and coverage with the launch of Fox Weather, a streaming service and associated app that network executives anticipate will be most heavily used by those who access its content on mobile devices, according to the Associated Press.
Set to begin broadcasting on Monday, the company has engaged in a flurry of hiring activity, culling top talent from major market affiliate stations as well as from longtime cable and online staple, The Weather Channel.
Fox Weather president Sharri Berg explained that the new enterprise will be focused on offering clarity, convenience, as well as variety in terms of the content available to users, which is slated to include things like local forecasts, news stories centered on weather events, severe weather alerts, and its own video stream that functions much in the way a conventional television network does.
Steve Baron, Fox Weather’s senior vice president for digital products and strategy described the idea by saying, “It’s not so much reinventing the way you tell the weather story, it’s just improving upon it,” as the AP further noted.
According to a report on the new endeavor from Variety, though the weather arm is a part of Fox News Media, it will not bear many of the familiar hallmarks of broadcasts on the Fox News Channel, and that observation even extends to the color schemes used on set.
According to Berg, rather than the usual reds and blues that dominate scenery and graphics on the news network, anchors and on-air personalities – as well as content on the app — will be surrounded by orange, yellow, and teal hues, which may only turn toward red when there are serious weather happenings afoot.
Given the politically-charged content that occupies much of the Fox News Channel daily schedule, many have wondered whether there will be a similar agenda on tap at Fox Weather, but Berg insists that viewers will receive straightforward presentations on the stories of the day.
Queried by Variety about a possible political bent at Fox Weather, Berg said, “If you’re asking about climate change, climate change is part of our lives. It’s how we live. It’s not going to be ignored,” adding, “we will be reporting facts…we will have all the best tools…to understand the forecast, communicate that and make sure that the risk and action taken by the viewer is clear.”
The ad-supported, live-streamed content will be available starting Oct. 25 on connected televisions, the network’s mobile app, and, in certain situations, through digital cable outlets overseen by local Fox affiliates.