FOR IMMEDIATE RELEASE
Weather Central Highlights Importance of Engaging Storytelling to TV News with New Weather Presentation Tools for NAB 2011

Madison, Wisconsin and Las Vegas, Nevada March 31, 2011 – Emphasizing the importance of dynamic, fluid story‐telling in TV weather presentations, Weather Central—provider of the most‐viewed broadcast weather system in the world—announced a new set of tools and products that enable TV meteorologists to deliver better looking, visually stimulating content in less time. On display at NAB 2011, April 11‐14, in booth (SU7502) at the Las Vegas Convention Center, highlights of these advances include:

• World‐premier of Fusion Studio™, a new and integrated 3D creation software package that brings incredible 3D graphics to life by enabling the meteorologists to directly interact with on‐screen 3D elements in real‐time utilizing Weather Central’s patented MagicTRAK™ technology. Fusion Studio provides real‐time playback of a true 3D environment, multiple lighting sources, texture and data mapping to 3D objects.
  
• New and improved patented Scene Launch™ technology can more easily create a virtual monitor wall, tiled with automatically produced thumbnails that the presenter can instantly call forward for display. Unlike previously available solutions, which required as many as 40 instructions to create a link, Scene Launch elements can be built in four simple steps. Scene Launch integrates with the Weather Central MagicTRAK™ presentation interface for graceful launch during live presentation.
• New Animated Revealers enable meteorologists to add visual excitement to the day‐to‐day data plots, banners, telestrations and other graphics elements, providing an easy way to keep presentations fresh and engaging.
• A new user interface for Weather Central’s flagship 3D:LIVE Fusion gives direct access to a customized toolset that enables the meteorologist to make changes to their presentation on‐the‐fly, ensuring a dynamic, fresh look to their segments.

“Weather reporting brings viewers to a newscast and it needs to be exceptionally polished and visually gripping to keep the attention of today’s distracted audience,” says Bill Baker, president of Weather Central. “Meteorologists already have a lot of pieces to juggle, so delivering a fresh look day‐in and day‐out can be a challenge. Weather Central’s newest tools eliminate the gap between creative ideas and on air delivery. Whether during off‐air prep time, or on air during a fast‐changing storm, we empower meteorologists to be dynamic storytellers while reducing the work needed to be their best.”

For a complete look at Weather Central’s solutions for on air, online and mobile weather presentation, visit www.wxc.com.

About Weather Central, LP
Weather Central, LP, founded in 1974 by broadcasters and meteorologists based in Madison, Wisconsin, is the leading provider of professional on‐air, online, print, mobile and enterprise weather solutions and forecasting in North America and to major customers worldwide. Utilizing the Company’s dynamic weather graphics, precise forecast models and data, and patented technology, more than 1000 partners and hundreds of millions of consumers worldwide benefit from Weather Central’s attention to weather presentation, detail and insight.

© 2011 Weather Central, LP, Madison, Wis. All rights reserved. Product specifications and availability are subject to change without notice. Weather Central, LP, :LIVE, GENESIS:LIVE, 3D:LIVE, ESP:LIVE, Weather Central MagicTRAK, LiveLine GENESIS, A.D.O.N.I.S. MicroCast, A.D.O.N.I.S. FutureCast,
StormSentinel DV, WxWarn2, ScreenWRITER, SportsWRITER, SimulCAST, X‐Vision, Storm Vitals, TelePath, RainVision, SnowVision, FunnelPATH, CellPATH, HailZONE, GustZONE, MessoPATH, Always‐On Training, Instant Mapping and WxPoint are either registered trademarks or trademarks of Weather Central ,LP.
All other trademarks contained herein are the property of their respective owners.

PR Contact
Evan Sirof
MarComm-On-Call, Inc.
Tel: +1 845.883.2109
email: evan@marcomm-on-call.com

Weather Central, LP
401 Charmany Dr., Suite 200
Madison, WI 53719, USA
Customer Support: 1+608‐276‐4600
Tel:1+608‐274‐5789 Fax:1+608‐278‐2746
email: saleswxc@wxc.com
www.wxc.com