To access the service, users need an embedded player on their handset. VantrixÃƒÂ¢Ã¢â€šÂ¬Ã¢â€žÂ¢s service can automatically determine whether a user has an appropriate handset. According to Traci Van Deventer, director, mobile products at The Weather Channel Interactive, this is the first direct-to-consumer video play for the company. The service is ad-supported and free to the end user.
Louis Gump, vice president of mobile for The Weather Channel Interactive, said this service may help drive more video on the mobile Web because consumers will see the value and relevance in mobile video. ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œConsumer awareness is still a big barrier,ÃƒÂ¢Ã¢â€šÂ¬Ã‚Â Gump says.