AccuWeather Charges Into Content Creation

John Dokes, recently promoted to Chief Content Officer and President of AccuWeather Network, is leading the company’s aggressive move into content creation. Dokes talked to Cynopsis about evolving audience behavior, digital tools – and all that jazz.

Cynopsis: What are the biggest challenges facing the industry right now?
John Dokes: The biggest challenge for the industry is how quickly viewers are changing the way they engage with and consume content. The reality is, people have infinite options – from digital and social media content to OTT and skinny bundles. Distractions are ever-present. It’s on us to develop powerful programming that’s not just accurate and personalized, but also includes dramatic footage and engaging content that keeps viewers wanting more. AccuWeather has done a great job of that on a variety of platforms, developing a passionate audience of nearly 2 billion people. We are committed to building trust with the customer and earning that trust every day.

Cynopsis: How has AccuWeather pivoted to adapt to the evolving landscape?
Dokes: We have worked to better understand how viewers consume information generally – and then develop tools and content to meet them where they are. For instance, people don’t just check Twitter or Instagram in the morning; they check it hundreds of times a day. The demand for instant, constantly-refreshed information is tailor-made for AccuWeather. We have invested in our data and digital tools for years now and have developed content that is hyper-local, sharable, and immediate. What’s fascinating is that our coverage truly has a fly-wheel effect – with network programming driving subscribers to download the app while local stories on social media drive viewership on the network.

Cynopsis: What do you do when you’re not working?
Dokes: My wife and family allow me to spend a bit of my time recording and performing as a Jazz vocalist. My next album release TRUE LOVE arrives on all platforms May 3. I also write songs when I’m inspired, poetry when I’m angry and stories when the real characters in my life get way too interesting.

The Cynsiders column is a platform for industry leaders to reach out to colleagues, followers, and the public at large. In their own words and in targeted Q&As, columnists address breaking news, issues of the day, and the larger changes going on in the ever-evolving world of television, video and digital. Cynsiders columns live on Cynopsis’ main page and are promoted across all daily newsletters. We welcome readers’ comments, queries, and column ideas at Lynn@Cynopsis.com.

Related Stories

10/27/25: Cynopsis Media Tech Update

Video advertising

Monday October 27, 2025 Microsoft has launched new features for its AI “Copilot Mode” in Edge that the company says will turn a user’s browser into “a dynamic, intelligent companion that anticipates, assists and accelerates your experience online – all with your permission.” “Actions” can perform tasks like unsubscribing from shopping newsletters […]

Cynopsis 10/27/25: “Paw Patrol” Headed for the Big Screen

"Paw Patrol" Heads for the Big Screen

Monday October 27, 2025    IN THE NEWS The Writers’ Guild of America said it will work with regulators to block a potential merger of Warner Bros. Discovery and Paramount. “Merger after merger in the media industry has harmed workers, diminished competition and free speech, and wasted hundreds of billions of dollars better invested in […]

10/26/25: Cynopsis Jobs

Interview

Sunday October 26, 2025 TOP WOMEN 2026 Leadership Takes the Stage — Top Women Week 2026 Be part of a week where influence meets innovation. The leaders of tomorrow take the stage here. Stay tuned—more to be announced. LEARN MORE    FEATURED JOB NATIONAL SALES MANAGER>> HEARST MEDIA PRODUCTION GROUP/CHARLOTTE, NC: Oversee […]

Cynopsis 10/24/25: Crunchyroll’s Anime Takes Flight

Friday October 24, 2025    IN THE NEWS The “Stranger Things” series finale will screen in over 350 theaters starting Wednesday, December 31 at 5p – the same time it premieres on Netflix. “We’re beyond excited that fans will have the chance to experience the final episode of ‘Stranger Things’ in theaters — it’s something […]

Cynopsis 10/23/25: PBS Is Down for the Count

Thursday October 23, 2025    IN THE NEWS NFL commissioner Roger Goodell is standing by the league’s choice of Puerto Rican Grammy winner Bad Bunny for Super Bowl halftime performer despite backlash. “He’s one of the leading and most popular entertainers in the world,” said Goodell on Wednesday. “That’s what we try to achieve… It’s […]

CynCity

Cynsiders

Instagram