The Weather Channel is teaming up with social content service Wayin to deliver online interaction for Sam Champion’s new morning show, “AMHQ.”
“AMHQ” will display relevant social conversations directly into its daily broadcasts of weather coverage, news, sports and pop culture headlines. Using location, trend tracking, sentiment, influence score and associated media, producers will be able to isolate and display the conversations on-air.
“This technology is helping us speed immediate images to air,” Champion explained in a statement. “We’ll instantly identify and visualize breaking weather events across the country using tweets directly from our audience. That’s exciting.”
The social curation service was founded by Scott McNealy of Sun Microsystems and is staffed with many of his former chronies, while its Board includes tech heavyweights such as Rick Lewis and Larry Sonsini.
Wayin Vice President of Media and Entertainment Tim Glomb, who ran digital for AXS TV, is orchestrating the broadcast piece of the implementation.
“Our relationship with the Weather Channel is not just about social content, but rather it’s about social intelligence,” Glomb told TheWrap. “Ultimately, we are working together to use social content and Wayin technologies to help the Weather Channel better understand what’s important to their audience — to help get closer to the audience. To us, the ROI is both about return of investment as well as return on information.”
The Twitter-Certified Partner has premium access to the social media giant’s database, ensuring that a broadcast station or network can identify and display various forms of Twitter data on-air for its immediate production needs. These visualizations include tweets to screen, hashtag polls, mention counters, heat maps, live graphs, and more.
Utilizing the technology, sifting and posting this content will take mere seconds for producers, offering a tool for identifying and reacting to real-time news. Additionally, The Weather Channel can now create new off-air experiences for second screen environments with curated social content.
Wayin just recently won a 24-7 news network in India, where it is helping deliver election discussion and news.
The news will be announced Wednesday at the 2014 NAB Show in Las Vegas.