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August 20, 2010

Quincy, Cellit Launch Weather Alert Service, Cellit Climate

By Shamila Janakiraman, TMCnet Contributor

Cellit announced the launch of an automated weather alert system, Cellit Climate. The company launched the service in partnership with Quincy Newspapers, Inc. and is available in Quincy’s eleven designated market areas.

Cellit Climate has been in “beta testing” from October 2009 and according to company sources uses a proprietary, rules-based engine for delivering select National Weather Service alerts to the mobile phone.

In order to avoid over-messaging the subscriber, Cellit has designed the Climate system to send alerts based on the level of importance preferences that are set by the subscribers themselves. This ensures that users are not unduly disturbed after hours.

According to company sources the system is technically advanced and flexible, providing a completely personalized experience. Subscribers can choose to receive weather alerts to certain times of the day to avoid receiving unnecessary, late night messages.

Also Cellit Climate provides specific details to better inform the subscriber, such as the effective start and end time for the alert and specific counties to be affected instead of just giving generic alerts. The personalization features incorporated allow subscribers to select which type of weather alert notifications they can receive such as snowstorm, tornado, thunderstorms and so on.

In a release Brian Bauer, VP of Operations for Cellit said, “It is critical for our broadcast partners to provide timely, accurate weather information to their viewers by every and any channel possible, including the mobile channel.”

“However, due to the uniquely personal nature of text messaging, it is also necessary to filter these alerts to meet the preferences of the recipient.  Cellit Climate distributes weather alerts to Quincy’s viewers when they want them on their mobile devices. Cellit Climate pulls directly from the National Weather Service on a 24-7 basis, delivers hundreds of thousands of weather alerts within minutes of being issued,” Bauer added.

Cellit sources added that the weather alerts service is available as an add-on service for Cellit Studio, Cellit’s flagship campaign manager.  Cellit Climate serves to support local news outlets in their broadcast television, radio and newspaper advertising space. The added advantage is that each message can include contextually relevant supplemental advertisements like advertising for tires in the event of an impending snowstorm.

David Wachs, President of Cellit said, “We work closely with our news partners to ensure we are providing high value content to their audiences on their behalf. As these messages can potentially save lives, we are proud to offer an engine that delivers alerts quickly and accurately, while also serving as a revenue generator for our client.”

Cellit Climate serves broadcast television stations and markets including KTIV-TV in Sioux City, IA; KTTC & KXLT in Rochester, MN and KWWL in Waterloo besides others.

Shamila Janakiraman is a contributing editor for TMCnet. To read more of Shamila’s articles, please visit her columnist page.

Edited by Juliana Kenny

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