PROJECT:

One in a series of AWS WeatherNet Program Case Studies

Case Study #1

Station Profile: KSNW-TV (KSN), Wichita, KS

Subject: WeatherNet’s Market Exclusivity Gives Stations the Advantage in Local Weather

KSN Reaps the Rewards of WeatherNet’s Market Exclusivity

When it comes to live, local weather conditions in the Wichita DMA, KSN is the only source. The Wichita DMA is geographically vast -- covering Central and Western Kansas, Southwestern Nebraska, and Northern Oklahoma -- and weather conditions can vary dramatically. Through AWS’ market exclusive WeatherNet Program (branded as WeatherLab by KSN), KSN is able to pinpoint local weather conditions. With more than 80 locations throughout its DMA, KSN is the only source for truly "hyper-local" weather reporting within the market.

Here’s what the client has to say:

Al Buch, Vice President and General Manger of KSN…

"Weather is absolutely critical to TV news in Wichita. While we all have access to a lot of weather gadgetry -- including extensive Doppler radar capabilities -- there is no station that can touch our ability to reach out to local neighborhoods with WeatherNet," says Al Buch. " What is incredibly unique about the AWS WeatherNet Program is the fact that it continues to live and grow. KSN started out with 10 schools five years ago and now we feature live weather conditions from more than 80 schools – all without significant investment from the station. WeatherNet truly benefits everyone involved. We are pleased that WeatherNet is exclusive to KSN, and our viewers are loyal to us because of it."

Dave Freeman, Chief Meteorologist of KSN…

"We can have snow falling in the Northwest corner of our DMA at the same time as thunderstorms and tornadoes occur in the Southeast. Through the AWS WeatherNet Program, we at KSN, have an incredible and exclusive advantage over our competition. While our competitors are showing hour old data from a regional airport, we are showing real-time conditions from our viewers backyards," says Dave Freeman.

Here’s how they do it:

KSN has positioned themselves as a leader in their market by going beyond exclusivity with the WeatherNet Program.

Now all participating schools in the local KSN DMA can see their weather information daily. KSN uses a lower-screen ticker display to air current weather information from the entire network on every weathercast.
Meteorologist Dave Freeman and his weather team frequently visit local schools for live weathercasts, thus building viewership and loyalty to the station.
Dave’s Team also produces a bi-monthly WeatherLab Newsletter (see attached sample) for network participants. This provides a valued education resource and further enhances station community relations.

Reap great benefits like KSN. Contact AWS today to develop a plan for maximizing the value of your station’s WeatherNet program.