The National Weather Desk: Harnessing the power of 200 meteorologists to provide the how, why and cool

This presentation discusses the establishment of the National Weather Desk, a new a multi-platform approach to providing unique weather content to a wide audience. We utilize Sinclair Broadcast Group’s 200 meteorologists and weather forecasters across the United States to match weather content to specific digital and social platforms. Unlike many other weather efforts, TNWD isn’t simply about a forecast; it’s about the why, how, and cool. That includes educational content, caught on camera “wow weather” moments and interviews with top science experts. The National Weather Desk is a team of six employees plus a host and is based in Washington DC. A 30 min show airs in 50 markets nationally, and streams online. This presentation examines the origins of the National Weather Desk, its structure, and how it operates in the media landscape. It also discusses the challenges and opportunities of launching a new weather enterprise in a highly competitive and dynamic media environment.