itv today announced a new contract with the Met Office, which strengthens the relationship between the UK’s most watched commercial broadcaster and the UK’s national weather service, and cements ITV’s position as the broadcast home of Met Office Weather.
The Met Office has been providing weather services to itv for over 25 years, and has worked with itv on the new look weather graphics, which launch on air from today across ITV’s national, regional, and Good Morning Britain bulletins. (Monday October 3rd).
Michael Jermey, ITV’s Director of News and Current Affairs, said: “We are pleased to be extending our established working relationship with the Met Office, who continue to provide the highest quality and most accurate weather forecasts for our audiences. The new look weather service we have developed which is on air from today means even more detailed forecasts for our audiences across the UK.”
Rob Varley, Chief Executive of the Met Office, said: “The Met Office is proud of its long association with itv. The new service we’re launching today is the latest exciting development in our work together and will ensure ITV’s uk audiences continue to receive our trusted forecasts and critical warnings so they are prepared for whatever the weather may bring.”
itv commissioned research to understand how current viewers and consumers engage with the weather and the results have informed ITV’s strategy for weather services, and given direction to the new design of weather graphics and presentation.
Research undertaken by the broadcaster showed that viewers valued the delivery and reporting provided by ITV’s Weather presenters, but were keen to see a graphics system in ITV’s weather broadcasts that gave a greater visual understanding of how the weather will impact their location, and a stronger sense of how the weather changes over time in their local area.
The new ITV graphics sees the traditional graphics and symbols of previous broadcasts being replaced with high resolution maps which accurately reflect the world viewers’ live in. The dynamic weather effects and detailed local breakdown across the uk will help the audience understand what to expect hour-by-hour through the day.