My question is why is TWC airing shows like that? Do they get high ratings, or is it because they can't afford to do as much live weather coverage? Everyone I talk to about TWC watches for the weather, not shows about a tornado that happened 50 years ago. I don't watch TWC constantly anymore, so this doesn't really affect me that much.
That's a very complex question. Lets first look at ratings. If 100 people watch TWC for 5min and 75 watch for 30minutes, then the show that got 75 would be higher rated. It's about keeping people watching longer. Typically people tune in for 5min, get their weather and leave. From the perspective of TWC, if you can provide an automated forecast on the8s with an ldl, you can satisfy the needs of those 5min viewers. To the average person they could care less what the weather is like across the nation unless they are travelling. Now with longform you have the ability to attract people for longer periods of times, which means longer view times, higher ratings and thus higher revenue from ad sales.
So lets pretend you are a business executive and you own TWC. You need to find a way to continue to grow the network in the face of an exploding technological world. Fewer and fewer people tune into The Weather Channel just for weather. And why would they? I can get all the information I need from my phone or computer anytime I want. Unlike us here people don't find weather fun to watch. So you are losing viewers to technology but the people you are losing probably only watched for 5minutes. By producing a long form show you grab those viewers looking for something interesting on TV to watch and still probably get most of those 5min viewers if you keep local on the 8s. So do you A. keep the same business model the company had through the late 90s and continue to see viewership decline or B. add alternative content to grow the audience diversity and at the very least sustain viewership?
As weather channel junkies we know the choice we want but what would you decide if you were in the place of the executive seeing falling numbers? I don't agree with some of the programming decisions but details decide the decisions made were reasonable. Hopefully we can see a good balance between longform and weather programming come back.