When you have a quote like this in the WSJ article:
In an interview, Weather Co. Chief Executive David Kenny said the company has been aggressively diversifying into digital advertising and business-to-business services so it isn’t so reliant on TV. Those areas combined have already eclipsed TV revenue, he said.
“I feel really supported to finish this transition that we have started,” he said. “We are on a very different path to become a data and tech company.”
It's going to be less likely that The Weather Channel will change its ways and more likely the network as we know it is shut down or completely rebranded. The Weather Company will go where the money is, and whomever owns the network could completely re-shape its focus, like how TVGN (the former Prevue Guide/TV Guide Channel) recently rebranded to Pop!, completing its overhaul from a scrolling program guide channel.
The weather information is available through too many outlets, and local weathercasters now have the same tools TWC has, which was not the case years ago. New networks like WeatherNation and AccuWeather show that no one is beating down the door for all weather forecasts, all the time and with that, neither side is going to pour tons of money into it.
But the second a major outlet rides out the wave of complaints and walks away from The Weather Channel completely and the company isn't too broken up about it, the end is sooner rather than later.
