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

Related Stories

06/05/20: The CW acquires Italian drama Devils, starring Patrick Dempsey, for fall

The CW picks up Italian Patrick Dempsey drama Devils

  Friday June 5, 2020 Tonight’s PremieresAmazon: El PresidenteApple+: Dear…Cinemax: Trackers at 10pDIY: Beach Front Bargain Hunt Renovation at 9pNetflix: Queer EyeVH1: RuPaul’s Drag Race: All-Stars at 8p Today’s FinaleDIY: Beach Front Bargain Hunt Renovation at 8p Saturday’s FinaleOvation TV: Frankie Drake Mysteries at 7p Sunday’s PremieresAXS TV: The 1960s Rediscovered at 9aEpix: Laurel Canyon […]

06/04/20: Netflix cancels Astronomy Club: The Sketch Show

Netflix cancels Astronomy Club: The Sketch Show

  Thursday June 4, 2020 Tonight’s PremieresCBS All Access: The Thomas John Experience Food Network: Summer Rush at 10pHistory: Mountain Men at 9pHulu: In My SkinID: Dead Reckoning at 9p, A Time to Kill at 10pUPtv: Heartland at 8p Tonight’s FinalesABC: Who Wants to Be a Millionaire at 8pHBO: We’re Here at 9pScience: Mysteries of […]

06/04/20: A slew of gaming companies shored up support for BLM

Publishers take stand

  Thursday June 4, 2020 Good morning! This is your weekly Esports Brief. Amid protests around the country and around the world, multiple esports publishers and organizations announced plans to support causes such as Black Lives Matter, the NAACP and more, while other companies voiced support and/or promised internal changes to greater promote diversity (although […]

06/03/20: Cynopsis Jobs


  DIRECTOR, BUSINESS DEVELOPMENT: LIVE BROADCASTSNEAKY BIGScottsdale AZ Prepare/present client presentations. Strong communicator. 10+ yrs business development & sales exp in TV and/or film industry with strong ties and relationships with broadcast vendors producers and directors. Full info HERE Wednesday June 3, 2020 In today’s Jobs news: Cynopsis wanted to know: Are […]