The weather channel is not trying to win you over by spending big on its version of house of cards. It’s not bidding on the office next time it comes up, nor is it interested in NFL games.

Most networks have linear TV deals that specify when and where content is allowed to appear. That causes a particularly big problem for news, sports, and other particularly timely content. Cnn plus tried to build an entirely new lineup of live shows rather than simply streaming its existing ones.

The weather channel is owned by IBM and is an entirely separate entity from the TV network. You ca n’t stream the service on mobile or PCs, only TVs.

When you open the weather channel’s streaming app, you’re dropped right into the linear feed, the same one everyone’s watching all over the country. You can call up a full-screen radar to see what’s coming, relegating the live show to one corner of the screen.

Twc’s total viewership has grown over the last couple of years, but it’s losing ground with younger viewers. zimmett says she thinks there’s more to the weather than the forecast.

Twc has long been known for its mixed-reality graphics, including the unreal Engine-powered animation that showed what a nine-foot hurricane Florence storm surge might look like.’at the end of the day, if I feel like my family is in danger due to a storm, I really do n’t need a 2D map with orange and yellow colors over it,’ zimmett says.

There are plenty of places the weather channel could and does n’t embrace this kind of personalization and interactivity. I watched a few hours of the service while a red tornado warning spun around in the bottom right corner.

Twc plans to make its new shows available on-demand on its streaming service 48 hours before they appear on the live network and stream. The weather channel does have some original programming, including uncharted adventure.

Twc is already starting to change the way TWC thinks about its linear programming, too. The new alternative broadcasts for games include NFL RedZone and the NFL RedZone channel.

Climate change is making the weather more volatile and making natural disasters more frequent. Twc is trying to use the opportunity not to traffic in disaster porn – but to educate people about the science behind the weather.