'From the Edge' gets multiplatform launch push
There’s no escaping the new Weather Channel series “From the Edge With Peter Lik.”The network is making the unprecedented move of premiering “Edge” across five screens simultaneously. When the unscripted adventure series debuts Thursday at 8 p.m. ET, it will also be available online at Weather.com, on mobile and via the network’s iPad app. The fifth screen will be a 10-story digital billboard in Times Square, which will play the entire 30-minute program. The cross-platform extravaganza is being sponsored by Chevrolet Silverado, which will be promoted across all the screens as well. Weather is also putting “Edge” on the cutting edge by synchronizing each episode on TV with a companion experience on iPad that supplements telecasts with additional information and photos. “Edge” follows photographer Lik as he battles the elements to snap pics of nature’s wonders.