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IQ Previews Stormy Weather on Web Site

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ATLANTA IQ Interactive has launched a microsite for The Weather Channel to promote the cable TV network's new program, It Could Happen Tomorrow, the shop said.

The Web site, www.weather.com/whatif, provides a variety of preview clips of the show's upcoming episodes by integrating animation, video and the natural sounds of a city environment. The venue features three episodes: a hurricane hitting New York City, an 8.0 earthquake rocking San Francisco and an F5 tornado ripping through Dallas.

The program is shown at 9:30 p.m. (EST) on Sundays and uses science-based predictions and modeling to determine what would happen if one of the disasters hit each of the cities.

Atlanta-based The Weather Channel said it has promoted the Web site in its cable programming and online advertising and counted more than 1 million page views in the first two weeks, making it the network's most successful online content promotion.

"We're always looking for new ways to reach out to our viewers about new programming, so we made preview material available through partnerships on as many platforms as possible," said Paul Greenberg, director of consumer marketing at the network. "This included online, mobile phones and downloadable to mobile video devices."

This is the second microsite that the independent Atlanta shop has built for the network. Last October, IQ Interactive created a Web site to promote the network's Weekend View program.