![]() The weekly program features original stories highlighting local communities in Canada to help audiences understand how news affects them nationwide. The network’s new show, This Week in Canada, reflects that local philosophy. “It’s a much more boots on the ground, we're in it with you approach.” “We are driven by giving Canadians what they need in terms of information and a relationship with their community,” Gruzuk comments. Stories are reformatted for multiplatform content distribution whether it’s social media, broadcast, or streaming, to reach audiences wherever they get their news. But by showing people what the danger truly is through this immersive mixed reality, we have been told numerous times that we are the ones who convinced people to leave when they needed to,” Zimmett says.ĬBC’s digital strategy is to be where people are and to make content accessible, relevant, and representative of the demographics and interests of people across the country. Because none of us want to evacuate our homes. ![]() And when we can actually show in front of people's eyes in a studio, in 3D, it has the impact of changing their behaviors and hopefully better understanding officials when they say it's time to leave, it's time to evacuate. “Many people come to us and say ‘Until I saw that demonstration, I really didn’t understand what it meant to have 4 feet of storm surge or what does it mean to flood a car. Their personalized and localized content, and how they present their stories, has had an impact on how people now view their safety. The Weather channel focuses on weather news rather than weather forecasting. We found there was a much greater need in the population to be able to explain, prepare, and also to protect and save lives when it comes to the most critical events,” Zimmett says. “We’re explaining what’s coming down the pipe and what you need to do with your family to prepare for it. They began to develop augmented reality technology as well as immersive mixed reality television moving weather information way beyond a person standing in front of the camera pointing to areas on a map and explaining whether it is going to be rainy, sunny, snowy, hot, or cold. ![]() “We asked ourselves back in 2014, 2015 how does that apply to us? What can we do to put people in the weather in a way that is more visceral, that resonates better than just showing an icon on a 2D map?” Zimmett recalls. The Weather Channel leaders took a cue from videogaming and its ability to provide a first-person perspective inside a game. You can't do that in a traditional two-minute newscast interview with an expert about the latest climate reports.” “It's a very curiosity-driven exploration with our science meteorologist Johanna Wagstaffe, where she's literally wandering in the woods or out at sea exploring the effects of climate change in particular in British Columbia where you have the majesty of nature right at your doorstep. “Even the name tells you something,” Gruzuk says. “He is exploring along with the audience and asking, ‘What does this mean?’ And he doesn't have all the answers and it's not tightly scripted.”Īnother new CBC program, Planet Wonder, delves into the effect of climate change on Canada. On About That, he's in a hoodie,” Lau says. “People are used to seeing Andrew Chang in a suit behind a desk. The presentation style is conversational and features original programming including About That, a daily 30-minute show hosted by Andrew Chang that explores that day’s biggest stories. The channel features video journalism that goes beyond traditional news shows to examine and explain issues in-depth. In November, the network launched a streaming channel called CBC News Explore, a free, 24/7, ad-supported streaming (FAST) channel. To attract new audiences, CBC is creating unique styles of programming. Storytelling innovation to reach new viewers (Hear the recorded chat with Lau and Gruzuk here, and with Zimmett here). New streaming channels with unique, original programming and immersive weather reporting are some of the creative forms of content being generated by media companies.Īvid’s Craig Wilson, host of Making the Media podcast, recently spoke with two executives from CBC, Canada’s national public broadcaster- Andree Lau, senior director of Digital Publishing and Streaming and Michael Gruzuk, senior director, CBC News Studios- as well as Nora Zimmett, president of News and Original Series, The Weather Channel Television Network, based in Atlanta.
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