Television Broadcasters Tap New Revenue Stream with MyWeather LLCs Premium Personal MicroCast

Launch of New Service Brings Powerful Interactive Experiences to Viewers

Madison, Wisconsin, November 19, 2002 - MyWeather LLC, the leading provider of patented weather and lifestyle planning tools, announced today the launch of its new Premium Personal MicroCast. The premium service provides a set of impressive weather tools to the public through the Personal MicroCast partner television stations' web sites across the country. Premium Personal MicroCast enhances and extends the experiences viewers get from their local stations basic Personal MicroCast. Additionally, the premium service creates a new revenue source for broadcasters by charging subscribers a small fee. In return, subscribers have access to an ever-growing suite of interactive weather tools through their local TV stations website.

Digital subscriber services will play a huge role for broadcasters in the future and we are getting a jump on that by offering our viewers the Premium Personal MicroCast service," said Mark Antonitis, general manager at KELO-TV in Sioux Falls, South Dakota. We can now bring the latest easy-to-use weather technology to our subscribers, while increasing our revenue and meeting our station business objectives."

The vice president of premium services at MyWeather, Chris Kelly, stated, Premium Personal MicroCast is letting local broadcasters get a head start in the rapidly growing premium content arena by offering a type of service their viewers may not have imagined possible. In addition to the extraordinary benefits like expanding their on-air brands, opening new channels for topical news promotion, and lucrative sponsorship opportunities, our partners can now realize additional online revenue by offering the premium service."

Viewers have reacted very positively to the idea of purchasing premium content through their local television station. While the Personal MicroCast forecasts have always been great," according to one premium subscriber, the addition of the premium service blows all other sites out of the water." The premium service is worth every penny of the subscription price" according to another.

MyWeather expects all of its 52 market exclusive stations will roll out the Premium Personal MicroCast subscriber service in the near future. Like MyWeathers basic Personal MicroCast, local stations are able to brand the new service, which includes the following features:

Personal Storm Sentinel: Personalized online system visually tracks storms and their varied conditions right to the viewers home or chosen locations.

FutureCast: A unique animated map displays the forecasted hourly movement of weather components for multiple locations of personal interest.

Current Conditions: Monitor and compare 11 different types of weather conditions for up to 5 personal locations simultaneously.

Wireless Alerts: Sends personal storm alerts to cell phones or pagers when a storm is predicted to hit one or more personally chosen locations.

Top 5 Stormy Locations: Allows the viewer to monitor-with zoom capability-the most interesting weather throughout the country.

About My Weather LLC
MyWeather services are driven by patented weather and presentation technology developed by MyWeather LLC and Weather Central, Inc. Personal MicroCast, a market exclusive personalized forecast service for local television, allows stations to recruit and retain viewers through a high-value, high-visibility community service that extends on-air brands online, enables direct promotion on a daily basis and creates new revenue streams. Personal MicroCast offers a complete suite of station-branded direct viewer contact tools including Personal Forecast Pages, graphical email, and a desktop presence and is backed by a continuous support program to maximize station ROI. Interested stations can determine market availability and learn more about Personal MicroCast from MyWeather Sales at (608) 441-0400.    Additional information can be found by visiting www.myweather.net.