“The Lift” Launches October 15 with Co-Hosts Domenica Davis and Ari Sarsalari
What’s the first thing you do when you wake up? If you check your mobile device, you’re not alone. According to research published in eMarketer, 65% of smartphone users in the U.S. check their smartphone within 15 minutes of waking up.
As more people begin their day on the mobile screen, The Weather Channel (Weather) is launching “The Lift,” the first-ever mobile-only morning show.
Hosted by Al Roker and meteorologists Domenica Davis and Ari Sarsalari, “The Lift” will consist of six-to-eight snackable clips focused on breaking weather news, amazing nature stories, cool science, and fun viral videos. Every morning will be a new collection of videos that touch on the most important weather news of the day, amazing discoveries in science and nature, and must-see trending videos that are too good to not share.
“The Lift” will launch Thursday, October 15, exclusively in The Weather Channel app. Users will be able to access the morning show from the home screen on weekdays between 6 – 11 a.m. (in your time zone). The show will be primarily shot in a new studio, built exclusively for mobile, in the company’s Atlanta headquarters, with Al reporting from New York.
Mirroring the overall trend of users starting their day on mobile, The Weather Channel apps see a 35% increase in traffic above average during morning hours. The Weather Channel receives approximately 19 million users daily across all mobile devices.
“Last year, Weather’s digital platforms achieved 1.2 billion video views and 40% of those views were coming from mobile devices,” said Neil Katz, editor-in-chief and vice president of digital content, The Weather Company. “There is a dedicated fan base for The Weather Channel’s morning television lineup, but we also know millions of people begin their days on the Weather app. ‘The Lift’ will allow those users to get the most important weather news of the day and plan their days all in one place.”
“Knowing traffic spikes during morning hours, it was a natural next step for us to experiment with a mobile morning show and create video content for users who are already using the Weather app in their morning routine,” said Katz. “Al’s curiosity and interest in innovative new broadcast formats makes him the ideal person to help lead our efforts on this groundbreaking morning show.”
"Change is necessary to remain relevant in a world fueled by technology advancements and always on-the-go,” said Roker. “Being part of a mobile based morning show makes total sense and now you can get your weather from me the second you roll out of bed or even in bed.”
The Weather Company: Where the World Gets its Weather
The Weather Company is the world's largest private weather enterprise. Through The Weather Channel (weather.com) and Weather Underground (wunderground.com) brands, The Weather Company provides millions of people every day with the world's most accurate and precise weather forecasts, content and data, connecting with them through television, online, mobile and tablet screens, as well as third-party publishing partners via API. The company has unlimited and unmatched forecast capacity, delivering 13 billion forecast requests per day on average and as many as 26 billion on severe weather days, nearly three times more than any other provider. Through WSI, the world's leading provider of weather-driven business solutions, the company delivers superior professional weather services for industries including media, aviation, insurance and energy. The Weather Company is owned by a consortium comprised of NBCUniversal and the private equity firms The Blackstone Group and Bain Capital. For more information, visit www.theweathercompany.com.