THE WEATHER CHANNEL INTERACTIVE REELS IN FISHING FANATICS ON WEATHER.COM

ATLANTA – The Weather Channel Interactive, Inc. (TWCI), today announced the launch of weather.com/fishing. With a combination of detailed weather data and local fish activity, the 28 million freshwater fishermen(and women) in the U.S. now have an easy way to plan their fishing for exactly when and where the fish will be biting at 7,300 lakes across the U.S. The new section, located at www.weather.com/fishing is sponsored exclusively by Toyota.

The new section resides in the Outdoor Recreation section on weather.com and features an interactive graph that charts hourly fish activity for a selected location for the next 10 days, presented along with the hourly and day-part weather forecast. The graph is based on the solar and lunar events, as well as other factors that influence fish activity. Sunrise, sunset and moon phases are also available – all critical information for the active angler. Other features include “Today’s Catch,” a photo gallery for anglers to submit photographic proof of their best and biggest catch.

“We deliver content on weather.com that empowers our users with the information they need to plan their lives, at work or at play,” said Deslie Quinby, vice president weather.com and marketing, The Weather Channel Interactive. “Tracking weather is such an integral part of planning a fishing trip and fishing is so popular that we wanted to bring these new tools to our site.”

Toyota will be the official launch sponsor of this new fishing section on weather.com. The advertising campaign began on Feb. 5 and will be specifically focused on the Toyota Tundra.

Freshwater fishing is the most popular type of fishing with more than 28 million people devoting nearly 467 million days to the sport. The new fishing section is available now and can be found at www.weather.com/fishing.
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About The Weather Channel Interactive
The Weather Channel Interactive is the leading provider of broadband and wireless weather products including weather.com, Desktop Weather by The Weather Channel, and The Weather Channel Mobile. weather.com, the Web site of The Weather Channel, is the ultimate source of weather on the Web helping users plan their lives by delivering timely current conditions, expert forecasts and relevant lifestyle content for 98,000 locations worldwide. weather.com reaches more than 30 million unique users each month, is the most popular source of online weather, news and information and is the most trusted source of online weather information according to Nielsen//NetRatings. The Weather Channel Interactive also provides consumers with unique and customizable products such as Desktop Weather and a full lineup of mobile services including downloads, messaging, mobile Web, and mobile video.