WRAL Launches Integrated Local Weather/Traffic System

Raleigh, N.C. CBS affiliate WRAL has introduced an integrated localized weather and traffic system that allows the station to offer comprehensive information across multiple platforms covering broadcast, online and mobile applications.

The combined system is provided by Weather Central, a Madison, Wis. developer of weather graphics for broadcast, and MyWeather, a provider of personalized weather technologies for online and mobile applications.

The station is using RouteCast to combine information from Metro Network's traffic incident and traffic reporting database with additional traffic data from TrafficCast, which develops traffic speed and flow data and traffic prediction, and SpeedInfo, a developer of traffic flow sensors.

The data from these three systems is consolidated with technology from MyWeather that combines traffic information with live and future weather forecasts, to provide commuters and travelers with accurate, advanced travel information.
"We were initially attracted to RouteCast because of the market leadership of the companies involved. A compelling local traffic brand starts with the best locally available data and talent," said Chuck de Court, WRAL station manager. "When you push that data through our Weather Central on-air display system allowing our on-air talent to interact with it, and offer the MyWeather online and mobile applications for cross-platform distribution, you have established yourself as the traffic leader in your market."

WRAL-TV is helping develop the online product, the beta of which can be viewed at www.wral.com/traffic.