An assessment of broadcasters' use of new media and radar technology in TV severe weather coverage: benefits, challenges, and a need for training

This study looks at how broadcast meteorologists are using new and emerging technology during TV severe weather coverage. Twenty broadcasters in various sized markets across the central United States participated in one-on-one interviews. Sixteen males and four females were involved in the study and their experience ranged from one to 37 years. Personal network sampling and qualitative analysis were employed. The use of new forms of media, dual-polarimetric radar, and a small-scale wind analysis tool (3DVar) designed by the Center for Collaborative Adaptive Sensing of the Atmosphere are analyzed according to the theory of diffusion of innovation.

Analysis reveals that technology has positive and negative impacts on a broadcaster's job performance during severe weather events. While more information allows them to produce more accurate forecasts and make better decisions, the amount of information can be overwhelming. Time and financial constraints are common barriers to adoption. Many of the participants are excited about the potential benefits of new technology such as dual-polarimetric radar and 3DVar, yet they caution that on-air products must be made suitable for television. Training will also be necessary to utilize the information effectively.

In addition to practical findings, there are also theoretical ones. The results show that not only are broadcasters concerned that innovations are useful to them, but that they are also concerned about its usefulness to viewers. This finding of multilayer diffusion is something that has not been well documented in the diffusion literature, if at all.