The Weather Company, an IBM Business, Expands Max Platform Offerings to Include New Storytelling Technology and Live Severe Weather Alert Features

  • Maximum speed built on Max cloud Enables the creation of weather and news videos from anywhere

  • Launched in June, Max Alert Live will keep the public informed through live notification of disruptive weather events

ANDOVER, Mass.and ATLANTE, April 25, 2022 /PRNewswire/ — The latest Max platform innovations, Max Velocity and Max Alert Live, are being unveiled by IBM (NYSE: IBM) and its subsidiary The Weather Company in conjunction with the National Association of Broadcasters (NAB) show at Vegas.

The Weather Company, an IBM Company (PRNewsFoto/IBM) (PRNewsfoto/The Weather Company)

As it did more than a decade ago with its first real-time weather graphics rendering system, The Weather Company aims to transform the broadcast industry with Max Velocity, a new video storytelling tool based on a browser designed to enable media clients to create high quality digital images. content quickly and easily from any environment for publishing to multiple platforms. The new tool, available now, helps speed up storytelling, combining template-based video creation with weather data, interactive mapping and streamlined person-to-person interviews. The browser-based technology allows users to post the videos from a remote live shoot, from the studio or while working from home – anywhere with an internet connection. It is built above Max clouda modern hybrid cloud platform designed to help broadcasters collaborate at scale and increase their content production.

“Our customers want to work from different environments and leveraging cloud-based workflows can help make that possible with Max Velocity. It meets today’s evolving media industry needs to report from n ‘any location using high-quality weather graphics the public expects, while keeping their infrastructure and assets protected,’ said Joe Fiveash, Vice President of Media Strategy and Solutions, IBM’s The Weather Company. “As part of IBM, we have the experience, investment and expertise to deliver powerful tools at scale. Station groups can use this kind of innovation to realize efficiencies operational, as well as to create more content that can potentially be used to help generate advertising revenue.”

The availability of Max Velocity on the secure and highly available network Max cloud helps strengthen the collaboration between groups of stations and the disaster recovery that the security and scalability of IBM Cloud can provide. Max Velocity is designed to allow broadcasters to:

  • Develop and improve storytelling skills – Max Velocity’s easy-to-use interface allows team members, or even a sponsor, to quickly create videos when and where they want without the need for specialized skills or professional equipment.

  • Post from anywhere – Stories can be told from a browser-based device (i.e. laptop, tablet or cellphone) at a local school or even at the county fair – anywhere with an internet connection. To add interviews or an outside perspective, external experts using a tablet or mobile device can also be brought into the story remotely with the click of a button.

  • Optimize resources and teamwork – Using Max Velocity, station resources whether in the same city or across the country can help produce weather content when needed, especially during severe weather events.

  • Potentially Generate Digital Revenue – Creating video content using Max Velocity can potentially be used to generate advertising opportunities on digital and broadcast platforms. The built-in remote interview component allows for quick and easy production of native advertising content.

  • Educate viewers with content on climate change – Through a new collaboration with Climate Central, a nonprofit news organization that shares independent climate-related content from its scientists and science journalists, Max Velocity provides quick access to engaging content to help tell climate stories. and meteorological details.

At the end of June, Max Alert Live, the new component of the alert platform, will debut to help keep the public informed and safe by notifying them of disruptive weather events. The solution will use the familiar Max user interface and cloud-based technology, so alerts can be managed from anywhere with an internet connection. Once available, broadcasters will be able to match their current on-air look with modern graphics that dynamically adapt to changing weather conditions to convey the urgency of the emerging threat. By directly integrating data from the National Weather Service (NWS), Max Alert Live will have the ability to automatically trigger messages that scroll across the bottom of the screen when predetermined weather alerts are issued by the NWS.

“Max Alert Live will allow stations to manage National Weather Service watches and warnings from anywhere with an internet connection, helping to provide viewers with fast and engaging severe weather notifications,” noted Bill Dow, Head of Media Solutions, IBM’s The Weather Company. “The messaging can be placed anywhere on the screen and configured to appear automatically or manually depending on the severity level. Since Maximum alert leverages Max graphics technology, weather analytics and alerts can match the station’s main weather look and branding.”

To see a demo of Max Velocity, Max Alert Live, and the rest of the industry-leading Max suite, visit The Weather Company booth #N4325 at NAB 2022.

Learn more about Max Velocity and Max cloud

For more information about The Weather Company, an IBM company, visit To learn more about IBM, visit

About IBM
IBM is a leading global provider of hybrid cloud and artificial intelligence and business services, helping customers in more than 175 countries leverage insights from their data, streamline business processes, reduce costs and to gain a competitive advantage in their sectors. Nearly 3,800 government entities and enterprises in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM’s hybrid cloud platform and Red Hat OpenShift to drive their digital transformations quickly, efficiently and safely. IBM’s breakthrough innovations in artificial intelligence, quantum computing, industry-specific cloud solutions, and business services provide open and flexible options for our customers. It’s all backed by IBM’s legendary commitment to trust, transparency, accountability, inclusiveness and service. For more information, visit

Media Contact:
Luca Sesti
[email protected]



View original content to download media content: storytelling-technology-and-on-air-severe-weather-alert-features-301531523.html


Previous DataCore Software and Atempo Join Forces in New Active Archiving Solution
Next GU website updated to make inclusive housing information accessible | News