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Weather Central Announces New, Station-Branded Viewer Service:
Live Online™

Live Online Connects Viewers with Station News and Weather at Home, Work and Play

Las Vegas, NV, April 19, 2004 -- Weather Central Inc., a provider of state-of-the-art broadcast, online and print weather solutions, today announced a desktop application that alerts viewers about breaking news and weather while remaining compact enough to be always displayed on a viewer's computer screen. MyWeather LLC, sister company of Weather Central, designed and supports the application.

"Effective cross-media promotion is critical for local stations to successfully acquire and retain viewers in the face of strong competition from cable, online and others," said MyWeather president, Matt Peterson. "This is particularly true for desirable demographics, which are already oriented to the 'always on' experience of the Internet. Live Online gives stations the opportunity to touch viewers 24/7 with valuable news and severe weather alerts. This creates a station branding and promotional opportunity with broad reach and high frequency at a cost below traditional off-air media."

Peterson added, "Stations have the security of knowing that Live Online is based on our proven personalized alert technology, which already serves viewers in over one hundred markets with desktop, email and wireless alerts built into applications from Weather Central and from other industry partners."

Live Online gives stations and its viewers more flexibility in how they handle information. Stations choose what information categories appear on the desktop and can configure the severe weather maps to match their on-air coverage. Viewers choose which alerts to receive and how the desktop application is displayed: tray icon, "slimline mode" and/or "full mode."

The ability to display information in different modes maximizes the time the station branding and sponsor messages will remain visible on the desktop. Sponsor positions are built into the slimline mode to allow sponsor messages to be always present on screen, and into the main mode directly next to breaking news and weather information. Live Online fully integrates with other MyWeather-supported products, including Personal MicroCast and Premium Weather, to ensure a seamless viewer experience and reduce station cost and effort.

For more information, please visit http://www.myweather.net/.

ABOUT WEATHER CENTRAL, INC Weather Central, founded in 1974 by broadcasters and meteorologists, is the leader in providing complete professional weather solutions to the broadcast, online and print industries. More than 500 customers worldwide enjoy the benefits of our leading technology, attention to detail, and knowledge of all weather service aspects. For more information, please call Weather Central sales at (608) 274-5789 or visit http://www.weathercentral.tv.

ABOUT MYWEATHER, LLC MyWeather, founded by Weather Central Inc., offers patented, personalized weather services to television stations to reinforce and extend their on-air brands, enable daily direct promotion and create new revenue streams. MyWeather privately branded services range from essential weather content to highly customized web services and desktop applications.

Contact Information:
Adam Powell
press@myweather.net
+1(608)441-0400

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(c) 2004 MyWeather, LLC. All rights reserved. Product specifications and availability are subject to change without notice. MyWeather, Personal MicroCast and Live Online are either registered trademarks or trademarks of MyWeather, LLC. All other trademarks contained herein are the property of their respective owners. PR44-1-US.

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