Top Of The Morning

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Weather Channel’s new morning show strategy: “Weather.Set.Go”

The Weather Channel’s morning show, “Morning Rush,” is getting a makeover. Or maybe something more…

On Wednesday, at an annual presentation for advertisers, the channel announced that it is “building a new morning destination.” Here’s what the press release said:

The Weather Channel is the number one cable news and information network weekday mornings (44.6 million)*. Weather is building a new morning destination that builds on its strength as the first place on TV people turn to plan their day. The project is called “Weather.Set.Go.” Featuring The Weather Channel’s dynamic morning team, the project will leverage the network’s unique local content delivery capabilities and content partnerships to help Americans plan and prepare for a successful day given any weather condition. 

The channel didn’t specify when this “project” would premiere on TV.

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