The Weather Channel's Pattrn Delivers Exclusive Audience Experience Through Coverage of COP26

Pattrn will have several teams on the ground in Glasgow including The Weather Channel39s oncamera meteorologist Stephanie Abrams and Chief Environmental Correspondent Dave Malkoff There will be daily roundtable discussions moderated by Climate Specialist Carl Parker as well as oneonone interviews documentaries and short films from the Pattrn Earth Film ChallengeNora Zimmett Chief Content Officer and Executive Vice President at TWC told MediaVillage quotWe39re covering COP26 like the major event that it is a global conference including critical decision makers And we39re not just providing highlights We are covering the full 13 daysquotThe reality of climate change has never been clearer and there39s no shortage of scientific papers proving that without swift action its effects will be longlasting and devastating In fact 97 or more of actively published climate scientists believe that the planet is warming and that it is caused by human activityAlthough the public is increasingly aware that global warming is happening seven in 10 people there39s still a big knowledge gap According to Yale39s Program on Climate Change Communication only about one in five Americans realize the extent of the scientific consensus And three in 10 according to the same survey believe that planetary warming is just part of natural cyclesThe Weather Channel created Pattrn to help people quotsee the Earth changing right before our eyesquot according to its officials Pattrn is free to the public available on Local Now Plex and Tubi and distributed across all social platforms TWC partnered with three dozen organizations to create a home base for clear understandable reporting on the impact that climate change is having on the planet right nowAccording to Zimmett quotWe started on Twitter and then became a 247 climate and sustainability brand with free streaming Our programming combines enterprise reporting storytelling and documentaries and it helps fill a huge gap in readily available climate and environmental information People want to know what they can doquotScientific papers are daunting for the layman and the reports published by the Intergovernmental Panel on Climate Change IPCC can be dense if not incomprehensible Here39s a sample from the Sixth Assessment Report quotThese higher mean ECS and TCR values can be traced to a positive net cloud feedback that is larger in CMIP6 by about 20quot The basic concept though is that clouds reflect sunlight and emit infrared radiation to space which results in a cooling effectSays Zimmettamp160quotThe public has had to claw through media releases and get to paragraph eight before they get answers to their questions to what global warming means to them For instance how will they be affected by rising sea levels How will their flood insurance change Will they see an increase in extreme weather events in their statesquotquotWe are the niche environmental brand that the cool kids rely onquot Zimmet said quotThe data is not just well done it gets to the heart of what39s important We deal in facts Climate change is not partisan though politicians like to twist it to the left or rightquotSome stories on Pattrn nowAround the world environmentalists are placing blankets over glaciers in an attempt to slow melt during the summer months But does it work The results are in from Sweden39s Helags glacierSome 31 countries including nine of the top 20 emitters have joined a global pledge to cut methane emissions by at least 30 below 2020 levels by 2030 Methane doesn39t last as long as carbon dioxide in the atmosphere so why are scientists so worried about itNearly two million miles of roads across the US are at risk of becoming impassable due to flooding says a new report from First Street Foundation that details the rising flood risk across America and how it impacts communitiesMeet Mabel BaldwinSchaeffer NOAA Fisheries Service39s first tribal research coordinator The new position is a step toward better representation for Alaska39s Indigenous communitiesquotWe offer a huge opportunity for audiences to have a destination not just for climate change but for environmental news in generalquot Zimmett concluded quotThe weather is our best ally in explaining climate change Stronger storms frequent floods and fires these are the harbingers of what is to come and their intensification is predicted in the scientific literature What we39re seeing is right on timequotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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The Weather Channel's Pattrn Delivers Exclusive Audience Experience Through Coverage of COP26

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Jim Motavalli

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