MAXimizing REALITY: Severe Weather Coverage

Max Reality is a versatile storytelling tool that adds variety to the daily weather presentation. Weather content displayed within the studio space literally stands out from the rest of the weathercast.

Broadcast meteorologists can also use the proprietary augmented reality software, developed by The Weather Company, to simplify complex concepts and focus viewers’ attention on essential information during severe weather. Here are three ways to use Max Reality to communicate more effectively before, during, and after the storm.

BEFORE THE STORM

For years news consultants told broadcast meteorologists that viewers only want to know the forecast, what will happen in the weather, not why. Audience research shows that’s not true anymore. Viewers want to know why the weather is changing and how it will affect them.

There’s no better way to explain complicated weather systems than with Max Reality. Instead of flat, 2D maps and graphics, broadcast meteorologists can show the weather developing in 3D. Animated yellow and orange arrows illustrate the movement of warm, moist air bending upward ahead of a cold front. Cloud icons grow in size as the front moves over the 3D model of the city skyline. Viewers hear the sound of falling rain with an occasional rumble of thunder as droplets visibly fall from the computer-generated clouds. Then, just as quickly, the cold front and clouds fade away, and blue-colored arrows signal the arrival of cooler air.

Closer to the event, Max Sky data can be added to the Reality layer for a more realistic display of what the weather will look like as storms develop over the area during the next 24-48 hours.

Broadcast meteorologists can also use Max Reality to create supplemental content for digital platforms. Full-scale explanations can explain how tornados or lightning form, the difference between straight-line winds and a tornado, or where in the house to take shelter during the storm.

DURING THE STORM

When severe weather develops, time is of the essence. Broadcast meteorologists need to get the information out as quickly and accurately as possible. They must make sure the message is delivered loud and clear.

Max Reality can focus viewers’ attention on essential information by positioning the query box in the Reality layer. This option is available for most data query options, including local storm reports, storm track ETA’s, watch/warning information, Titan Impact details, and lightning strike counts.

The query box can be positioned anywhere, as an overlay or along the edge of the screen where it won’t cover essential data displayed in the chromakey or video wall behind the meteorologist.

AFTER THE STORM

Unfortunately, there are often two stories to tell after the storm: where the storms developed and how bad they were, the damage, injuries, and deaths they might have caused. Since Max Reality adds another layer to the on-air presentation, broadcast meteorologists can explain two things at once.

The location of all the local storm reports could be displayed on a map in the Scene layer with a breakdown of the number of severe wind, hail, and tornado reports in the Reality layer. An Earth cutout in the Reality layer could zoom in on a specific location or show the track of a particular tornado.

Always Deliver the Essential Message

Since Max Reality scenes usually take a little longer to create, you’ll need to spend some time on quiet weather days thinking of the types of messages you’ll need to deliver during severe weather events. Create those scenes ahead of time so you can drag and drop them into your weather hit when needed.

No matter how you use the software, Max Reality should always convey essential information. Otherwise, it’s just technical eye candy.

Tim Heller is an AMS Certified Broadcast Meteorologist, Talent Coach, and Weather Content Consultant. He helps local TV stations and broadcast meteorologists communicate more effectively on-air, online, and on social media.