Why Local TV News Broadcasts Invent New Weather Terms

Local TV news broadcasts often create unique terms for weather conditions that might seem strange or even frustrating to audiences. This practice, while sometimes irritating, serves several strategic purposes. In this article, we will explore why news broadcasters create these new words, their benefits, and why it is a common practice in the media industry.

Branding and Differentiation

In the highly competitive world of media, broadcasters seek to stand out from their competitors. By coining their own terms for weather conditions, they can create a distinctive identity that viewers associate with their broadcasts. This branding strategy helps them to carve out a niche in the market and differentiate themselves from other stations.

Viewer Engagement

Using creative and novel language can capture viewers' attention and add excitement to what can often be a routine part of the news. These new terms can make the content feel more dynamic and engaging, keeping the audience interested and tuned in to the weather reports. This approach can help to break the monotony of regular weather forecasts and make them more memorable.

Simplification

Sometimes, new terms can simplify complex concepts, making them easier for the audience to understand. For example, instead of using technical weather jargon, stations might create a catchy phrase that conveys the same information but in a more accessible way. This can be particularly useful during severe weather conditions where clear and concise communication is crucial.

Marketing Appeal

Catchy phrases can enhance promotional materials and social media presence, making them more shareable and appealing. When a station can create memorable terms that resonate with its audience, it can leverage this affinity to promote its shows and services. This can improve engagement on social media platforms and drive more viewers to tune in.

Adapting to Cultural Trends

The media often reflects and shapes language trends. By coining new terms that resonate with the audience's preferences and the broader cultural landscape, stations can stay relevant and contemporary. For instance, during the rise of smart technology, weather forecasts might include terms related to artificial intelligence or smart home systems, reflecting the changing technological landscape.

Comical Examples in Weather Reporting

For some, the creation of new weather terms is as comical as it is necessary. These terms can sometimes seem more like a clever attempt to get viewers' attention rather than a serious attempt at weather reporting. A prime example of this is the widespread use of the phrase "top of the hour," which some viewers find unnecessarily redundant. This practice seems to be a modern habit of using change for the sake of change.

Historically, early television news broadcasts were formal and traditional, but over time, stations began to use creative phrases to attract and retain viewers. Program managers wanted their viewers to remember their channel and the unique value it offered. Phrases like "eye-witness news" or "future-cast" became part of the language of TV news, giving audiences something memorable to associate with specific stations. Even today, these strategies are used to engage and differentiate the station in a crowded media environment.

While some might find the creation of new weather terms annoying, these practices are a strategic and necessary part of the modern media landscape. They serve to enhance viewer connection, increase engagement, and distinguish one station from the rest.