June 28, 2016 Last Updated 2:00 pm

The Weather Company, now an IBM Business, launches a second mobile show, ‘The Ari Effect’

The new mobile show, along with ‘The Lift,’ are available through the company’s mobile apps

New York, NY, June 28, 2016 – Following the successful launch of the mobile morning show, The Lift in October 2015, The Weather Company, an IBM Business, has announced the launch of a second mobile show, “The Ari Effect.”

The new mobile show is hosted by meteorologist and former co-host of “The Lift,” Ari Sarsalari, and features five-to-six easily digestible clips (each under a minute) that tackle breaking weather news for the commute home, the science behind cool weather phenomena, and amazing viral videos. “The Ari Effect” is available weekdays from 4-9pm local time in The Weather Channel app.

“I’ve been obsessed with weather and science since I was a child, and I am thrilled to be able to share one of my biggest passions with The Weather Channel’s mobile users through ‘The Ari Effect,’ said Sarsalari. “The weather impacts users’ decision making throughout the day, and when they check the mobile app in the afternoon, they’ll be able to get breaking news to keep them safe as well as learn something new about fascinating weather and science concepts. From sun halos to mammatus clouds, I’m excited to peel back the layers and uncover the science with our viewers.”

Segments for “The Ari Effect” include:

  • The Latest | Breaking weather news and up-to-date information on natural disasters like floods, landslides, wildfires, etc. (See clip below)
  • Ari Explains | From mile-wide, long tracked tornadoes to softball-sized hail storms…Ari will take a radar image and explain exactly why certain weather phenomena occur. Clip 1Clip 2.
  • Metal Mondays | Nature gets real in this segment with interesting clips of animals in their natural habitats accompanied by a metal soundtrack.
  • Meanwhile in… | Learn more about weather phenomena, inventions, dash cams and explosions from around the world. View a clip here.
  • Rad Science | From experiments and unique inventions to simply blowing stuff up, discover the latest in science. View a clip here.

“After launching ‘The Lift’, The Weather Channel’s mobile morning show, in October 2015, we saw an 80% increase in video views during its time slot, which indicated our viewers have an appetite for this type of snackable video content,” said Neil Katz, Senior Vice President of Global Content and Editor-in-Chief, The Weather Company. “75 percent of our video views are through The Weather Channel’s mobile apps and we are dedicated to serving that audience with video content that sparks their curiosity. Ari’s enthusiasm for science and weather along with his ability to understand and distill complicated weather scenarios makes him the ideal host for “The Ari Effect.”

“The Ari Effect” is shot in The Weather Company’s mobile studio in Atlanta, which was built to produce content for digital platforms. When there is breaking news, this studio can produce video content (from ideation to finished video) in less than 10 minutes. Reinforcing The Weather Company’s investment in mobile video content, the cameras in the mobile studio are set up so video can be filmed in both horizontal and vertical formats depending on the platform.

In 2015, The Weather Company garnered 1.7 billion video views, a 42 percent year-over-year growth. To download The Weather Channel app, visit weather.com/apps.

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