This is probably the most desperate "keep our channel on the air" campaign I have ever seen.
This is the HD feed of The Weather Channel, as it looked last night:
As you can see, they really want you to act now and keep this vital, life-saving resource available on DirecTV.
Here's the kicker: that was last night at about 11pm. Usually they stop weather coverage at 2pm on weekends. They've been in live weather coverage mode, it appears, since 4:30am yesterday and haven't signed off - they were even live overnight. There's no real big storm out there, or big weather happenings, so they've just been doing weather forecasting non-stop.
Additionally, all promotions for long-form/reality programming have been dropped. They're still on the website but on TV they're pretending they've always been 24/7 weather. The spots I do see airing in the promotional slots are either generic IDs, Cantore imploring viewers to visit keeptheweatherchannel.com, and an image campaign that says "THE WEATHER CHANNEL MATTERS". You know, since we've had storms like Sandy and huge tornado outbreaks and freak winter storms, a weather forecasting resource is needed NOW MORE THAN EVER.
Nevermind that said weather forecasting resource ends at 2pm on weekends. Nevermind that, up until DirecTV threatened to drop the channel, they were hyping shows like "Highway Thru Hell" to death. DirecTV is threatening to pull what they describe as a service providing crucial public safety and severe weather preparedness programming.
By going live all of a sudden and issuing press releases like that, The Weather Channel is ACKNOWLEDGING, whether intentionally or not, that the amount of non-weather programming they have is excessive. Shooting a hole in this whole strategy.