The Weather Channel Chief Executive Michael J. Kelly plans to sell the network’s efforts to merge its TV and online technology divisions during meetings with advertising agencies, B&C reports.
The NBC Universal-backed network is skipping a dedicated upfront show this year in favor of the new tactic.
Kelly says he’s investing in the network’s infrastructure, ranging from a relaunch of Weather.com in July to improvements in original and live programming. He brought on board a new sales chief, Beth Lawrence of Yahoo, who signed up Toyota as sponsor for Weather’s free iPad app, which became the device’s third most popular app within the five days after its debut. The network’s upfront packages will all include a multimedia component, the article says.