And the Weather Cannel uses CUBE..........
The Weather Channel Selects Scientific-Atlanta's PowerVu Digital Video For New Customized Local Forecast Service
European, Latin American, and U.S. Rollouts to Support Cable Programmer's
Claim as the Most Technologically Advanced Network
ATLANTA, Dec. 9 /PRNewswire/ -- The days of text-only local forecasts and
simple cloud and raindrop icons for an extended look at the weather are being
replaced with exciting new digital applications by The Weather Channel. Using
Scientific-Atlanta's MPEG-2/DVB PowerVu(TM) digital video compression system,
the Atlanta-based cable programmer is launching a European rollout of new
customized forecast capabilities early next year that is to be implemented in
Latin America and the U.S. later in 1997.
"By using the high-speed data capability available with the PowerVu
system, we can usher in a new era in customized and localized weather
programming," said Mark McKeen, senior vice president of operations at The
Weather Channel. "This capability, coupled with major enhancements to our
programming and the technology to deliver it, will enable us to fashion The
Weather Channel into a completely new on screen product for our viewers."
The initial rollouts for the new localized forecast programming will occur
in Europe. The Weather Channel England is scheduled to be the first to
deliver the new format to about 60-80 cable headends across the United
Kingdom. A Dutch-speaking version for broadcast to the Netherlands is also
scheduled for inclusion in the initial rollout. Then, approximately
120 German cable headend are planned to receive the enhanced forecasts on Der
Wetter Kanal via an uplink purchased by Bosch Telekom from Scientific-Atlanta.
The Weather Channel will also use PowerVu for enhanced local product in
the U.S. The main programming signal will continue to be delivered by analog.
At the same time, however, The Weather Channel will use a PowerVu compressed
digital signal on a small portion of satellite transponder bandwidth to
transmit signals containing customized local forecasts for cities across the
service area. These signals will be delivered to The Weather Channel's new
Weather Star XL system to await a cue that will recall and play them when
local forecasts are scheduled for viewing.
The new format for the forecasts includes delivery by an on-air announcer
using a variety of new digital imaging capabilities recently announced by The
Weather Channel. This replaces the text- and icon-based local forecasts
previously supplied for local forecasts.
"By including a high-speed data application in the PowerVu system,
Scientific-Atlanta has opened the door to a resource that holds tremendous
potential for programmers and broadcasters," said Dwight Duke, president of
the satellite television network division at Scientific-Atlanta. "For
example, a sporting event can be broadcast to a wide area with localized
merchandising ads included as a store-and-forward application. During
commercial breaks in the event, viewers in each team's hometown can view
advertising for team-related products or ticket sales information for upcoming
games. The possible applications are enormous for this PowerVu feature."
The Weather Channel is owned by Landmark Communications, Inc., a privately
held media company with national and international interests in newspapers,
broadcasting, cable programming, electronic publishing, and specialty
publications.
For more than 20 years and in more than 130 countries worldwide,
Scientific-Atlanta has provided innovative technology to the cable, broadcast,
business, and home television markets. The Satellite Television Network
Division's PowerVu product line includes the latest generation of MPEG 2/DVB
encoding and decoding products, and the PowerVu Command Centre provides
network management, signal security, and subscriber access control systems.
Additionally, the division offers a full range of earth station antennas,
controllers, RF converters, exciters and receivers to provide customers with
end-to-end television distribution systems.
This press release may contain "forward-looking statements" as that term
is defined in the Private Securities Litigation Reform Act of 1995. The
Company cautions investors that a variety of factors could cause the Company's
actual results and experience to differ materially from the anticipated
results or other expectations expressed in the Company's forward-looking
statements. The Cautionary Statements of the Company contained in Exhibit
99 to the Company's quarterly report on Form 10-Q for the quarter ended
September 27, 1996, which was filed with the Securities and Exchange
Commission, are incorporated into this press release by reference.
Investors are referred to such Cautionary Statements for a description of
factors which could affect the Company's operations and any forward-looking
statements contained in this press release.
Scientific-Atlanta, Inc. (NYSE: SFA) (http://www.sciatl.com) is a leading
supplier of broadband communications systems, satellite-based video, voice and
data communications networks and worldwide customer service and support. The
Company was the Official Broadband Video Distribution Sponsor of the 1996
Olympic Games in Atlanta, Georgia.
PowerVu is a trademark of Scientific-Atlanta, Inc.
CONTACT: Laurie Sillay Lahr, 770-903-6156; fax, 770-903-6246; email, laurie.sillay.lahr@sciatl.com; Peggy Ballard, 770-903-6163; fax, 770-903-6233, after-hours beeper, 770-860-4542; email, peggy.ballard@sciatl.com, both of Scientific-Atlanta, Inc., or Kathy Lane, The Weather Channel, 770-226-2102, fax, 770-226-2950 |
