In the latest sign that The Weather Channel has original programming in its forecast, the network has hired Scripps Networks exec Mary Ellen Iwata for the newly created position of VP Original Content and Development. She will be based in New York and tasked with developing, commissioning and acquiring original programming. Iwata was brought aboard by Michael Dingley, who recently joined as SVP Content and Development; the pair worked together at HGTV. Those moves follow the appointment of The Weather Channel EVP and GM Bob Walker, who was brought aboard last month to help spearhead the original programming lineup.


Now we can have “The Next Weather Channel Star” to see who’s going to be their next on air meteorologist for the Saturday 4am slot.
They need to step up their breaking weather news game, although it has improved significantly. Thats really where they are really weak. CNN and Fox kick TWC butt on breaking weather stories, which is pathetic. They need to let the weather guys out of the freakin studio. Mike Bettes does not belong in a suit, behind a desk. They have a challenge with incorporating the Local on the 8′s interstitials. Reorg while the weather is relatively calm so when it ramps up, they can keep the eyeballs.