Although talks between the two companies are ongoing, DirecTV's decision to add WeatherNation is seen as a not-so-subtle threat that it is willing to drop the Weather Channel.
Not only is DirecTV carrying WeatherNation, a small channel with very little reach or viewership, it has placed the network next to the Weather Channel on the dial, a move that could confuse viewers — and has already annoyed Weather Channel executives.
According to SNL Kagan, an industry consulting firm, the Weather Channel charges about 13 cents per subscriber per month.
The other channel doesn't seem to be getting the hint though, and may even be moving further away from weather:
For the Weather Channel, the fight with one of its largest distributors comes at a crucial time. The network, co-owned by the private equity firms Bain Capital and Blackstone Group and Comcast Corp.'s NBCUniversal, has been making significant investments in talent and management in an effort to broaden its reach and appeal.
Behind the scenes, the channel has also been bringing in executives with more entertainment experience. Last year, it hired David Clark as president. Clark's resume includes stints at the music channel Fuse and MTV.
But on a typical day it is averaging just over 200,000 viewers, according to Nielsen.
Will Dish follow suit?
Will Direct drop WN if they get a new contract with the other guys?