In an increasingly challenging local broadcast news environment, leveraging one of the most popular aspects of the evening newscast - the weather presentation - is more important than ever. Today the emphasis is on highly localized, forecast driven weather presentations which immerses and captures the viewer. A carefully planned presentation will help build credibility and loyalty. From the business perspective, it's all about what value the weather segments can bring to the bottom line. WSI will share some radically new ideas on weather presentation and business models to leverage this high visibility spot for maximum impact.