February 9, 2011

NEW YORK – (Business Wire) E.L. Rothschild LLC, a private investment company led by Chairman Sir Evelyn de Rothschild and CEO Lynn Forester de Rothschild, today announced the signing of a definitive agreement to acquire a 70% interest in Weather Central, LP (www.wxc.com). The world’s leading provider of interactive weather graphics and data services for television, web, and mobile, Weather Central’s highly accurate and personalized forecasting offers businesses and consumers a truly unique suite of science-driven weather information products. The company will continue to operate under CEO and founder, Terry Kelly, as well as current management. Financial terms of the acquisition were not disclosed.

 Lynn Forester de Rothschild CEO, E.L. Rothschild LLC (Photo: Business Wire)

Founded in 1974, Weather Central is a global provider of professional on‐air, online, print, mobile, and enterprise weather solutions and forecasting. With 180 employees, including 70 meteorologists, Weather Central provides dynamic weather graphic systems, proprietary forecast models, (I just bet – Ott) and dedication to high-quality customer service. Weather Central has secured a leading 46% market share of North America’s weather information delivery market for broadcast and media delivering content to hundreds of millions of viewers. It is the largest provider of broadcast and interactive web weather solutions for media companies in the U.S., Canada, and Mexico. Weather Central has more than 400 broadcast television clients in 21 countries worldwide. It provides weather forecasts to millions of users daily by distributing real-time personalized forecasts, interactive maps, and storm warnings based on each user’s exact address.

Well-known for its advanced technologies, the company pioneered weather computer graphics systems worldwide and continues to innovate, recently releasing the industry’s first 1km high-resolution forecast data set available on-air, online, and for mobile devices. Weather Central has used its hallmark scientific approach to secure customers that include network-owned and operated television stations, independent television stations, newspapers, websites, and individual businesses and consumers. From its headquarters in Madison, Wisconsin and its regional offices in Hong Kong, Beijing, and Berlin, the company’s systems provide weather to hundreds of millions of viewers through customer installations worldwide, including those in the U.K., Canada, Spain, Brazil, Mexico, and other countries. Weather Central is also the primary provider of weather technology and delivery to broadcast stations in China. (Notice, this said WEATHER TECHNOLOGY, not weather forecast technology to stations in China. Fruedian Slip perchance?? Ott)

Beyond its core North American and international media operations, Weather Central is also expanding its business for the enterprise, consumer, and mobile markets. The company’s offerings for the B2B segment include precise weather products and solutions for a broad base of customers, including insurance, commodities and energy companies, hedge funds, and governments. (WHAT THE H– DOES INSURANCE COMPANIES, COMMODITIES COMPANIES, AND HEDGE FUNDS NEED WITH “WEATHER PRODUCTS AND SOLUTIONS”???? —- Ott) Weather Central has also developed an extensive suite of consumer-facing digital products that will launch across online and mobile platforms as part of the company’s MyWeather® brand in the next few months.

CEO of E.L. Rothschild LLC, Lynn Forester de Rothschild, commented on the acquisition, saying: “Weather Central is a world-class company that is number one in its category, with a history of success, a talented team, and a very bright future. Their products, which are the world’s most precise for broadcast, online and mobile forecasting, allow companies and individuals unparalleled insights. Whether designed for an insurance company wanting to alert its customers of an impending hailstorm, a hedge fund trying to monitor agricultural commodities, or a consumer planning a vacation, no one has better information than Weather Central. At E.L. Rothschild, we will use our resources, business experience, and industry insights to build upon Weather Central’s current success, and to develop the company’s escalating international profile in markets like Latin America and India. We will also be focused on enhancing Weather Central’s position as a digital leader in the consumer space.” (There’s your answer!! Straight from the Horses Arse! — Ott)

Chairman of E.L. Rothschild LLC, Sir Evelyn de Rothschild, added: “As a family, the Rothschilds have always been dedicated to the utmost quality of our products and services. With respect to our investments, we focus on entering into long-term partnerships with people who share our values. As weather becomes more extreme around the planet, with greater human and financial ramifications, we believe that Weather Central will play a major role in mitigating damage and improving lives. This is important to the Rothschilds, as it is to Weather Central. We are proud of our new partnership with them.” (Since when are the Rothschilds, arguably the world’s richest family, all of a sudden interested in “improving lives”? Don’t forget, the Rothschild fortune was gained by means of ADVANCE INTELLIGENCE concerning the Battle of Waterloo – where they cornered both the English and French stock and bond markets. — Ott)

Terry Kelly, Weather Central’s founder and CEO, stated: “Much has changed since we launched Weather Central more than 35 years ago, but our core passion for innovation, customer service, excellence, and vision is stronger than ever. The world today is facing major weather shifts due to climate change, and with an increasingly mobile population, the ability for consumers to obtain highly accurate and personalized information about the weather is more important than ever. With our scientific knowledge and technological edge, we’ve established a business that is top-ranked in the broadcast market. With E.L. Rothschild, the sky is the limit for Weather Central as we look to expand our success internationally and prepare to launch exciting new digital offerings for consumers.”

ABOUT E.L. ROTHSCHILD LLC

E.L. Rothschild LLC is a privately funded family investment company, which was established in 2003 by Sir Evelyn de Rothschild and Lynn Forester de Rothschild to oversee a variety of the Rothschilds’ global investments. The principals have extensive experience investing in and operating businesses in the United States, United Kingdom, Europe, India and South America. E.L. Rothschild LLC employs the strategy of taking a long-term view toward partnership and value creation. The company currently has interests in media, real estate, agriculture and luxury goods, with significant previous positions in financial services, technology and communications.

ABOUT WEATHER CENTRAL, LP

Weather Central, LP was founded in 1974 by Terry Kelly. The company today has an outstanding team of meteorologists, scientists, industry specialists, and creative staff. Based in Madison, Wisconsin, the company is a leading provider of professional on-air, online, print, mobile, and enterprise weather solutions and forecasting in North America and to major customers worldwide. Utilizing the company’s dynamic weather graphics, proprietary precise forecast models and data, and patented technology, more than 1,000 partners and hundreds of millions of consumers worldwide benefit from Weather Central’s attention to superb weather presentation, forecast accuracy and personalization, and continuous customer support.

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