The Weather Channel the meteorologists seen on the television channel. For some affiliates, The Weather Channel provides a limited amount of live coverage during local severe weather events (with the Georgia-based announcers connected via ISDN). Distribution of TWC radio content is currently handled by Westwood One. Similarly, The Weather Channel also provides weather reports for a number of newspapers around the United States. This included a half-page national forecast for "USA Today", for which TWC provided content until September 2012, when rival AccuWeather replaced The Weather Channel as the paper's forecast provider with TWC's forecasts being replaced with AccuWeather's on the USAToday.com website
The Weather Channel transition toward a mix of weather forecast programming and weather-related entertainment programming that paralleled the launch of sister network Weatherscan, the evolution of the always-on "L" bar/weather ticker, the development of weather.com and popular branded mobile phone applications, and the increased viewing and interest in documentary programs on the topic of weather. In November 2013, the channel introduced a new initiative of "weather all the time" in response to the criticism; all original programming – which was rebranded under the tagline "Natural Drama" – now had direct relevance to weather-related subjects, and the network reemphasized its promise to interrupt original