Television station
uses Call-Em-All to alert residents
during severe weather

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Organizational Overview

KFOR-TV is the NBC affiliate for Oklahoma City, Oklahoma and is an innovator in weather reporting. It was the first station in the country to introduce color Doppler weather radar and broadcast pictures and videos of severe weather via cell phones. The Oklahoma City designated market area (DMA) consists of more than 1.1 million people, making it the 47th largest in the United States.

Problem

Located in the heart of Tornado Alley, Oklahoma has the distinction of holding the world record for measured wind speed: an incredible 318 miles per hour inside an F5 tornado that tore through Moore, Oklahoma on May 3, 1999. Since the area is frequently threatened by tornados, KFOR sought a way to immediately alert thousands of residents about tornado warning.

“When the National Weather Service issues a tornado warning, every second counts when you’re seeking shelter,” said Brian White, interactive media director for KFOR. “We received a lot of feedback from our audience that weather radios are difficult to use and that some alerts were too frequent and didn’t apply to their area.”

In addition to finding a way to quickly reach people when they may not have access to a TV, KFOR needed a system that would allow them to target specific areas and counties during tornado warnings.

Solution

In July 2008, White found Call-Em-All and integrated its voice messaging platform with KFOR’s “4Warn” storm alert system. The free public service allows Oklahoma residents to opt in to receive a voice message on their home, office or cell phone any time there is a tornado warning issued in their county.

“More than 34,000 people have signed up for 4Warn and its made over 80,000 calls so far,” said White, “the Call-Em-All system is easy to use and is practically automatic.”

One night during the 2010 tornado season, a huge outbreak of storms battered Oklahoma as the National Weather Service issued more than 70 tornado warnings across the state. Using Call-Em-All, KFOR sent more than 28,000 warnings in less than 24 hours. “After that night, we probably had a hundred people call the station and say that if it weren’t for the voice messages, they never would have known about the tornado warning,” said White. “Tornados develop rapidly, and a faster way to warn people can save lives.”

More Benefits of Automated Messaging

People know when KFOR is calling because the Call-Em-All system allows KFOR to appear on the Caller ID. In addition, the 4Warn database works seamlessly with Call-Em-All to permit people to opt in or opt out of the 4Warn system. Due to its success, Call-Em-All is now an integral part of KFOR’s severe weather alert strategy. KFOR-TV Television station uses Call-Em-All to alert residents during tornado warnings