Weather Channel Attracting Interest from NBCU, Comcast, News Corp, and Others

Implications: Landmark Communications the privately held entity that owns The Weather Channel has reportedly decided to auction the channel. Big media companies like GE's NBCU, News Corp., Comcast and others are expressing interest.

Analysis: The Weather Channel is a prime property in the programming universe, and reportedly its owner Landmark Communications has decided to cash in.

Early estimates put TWC at $5 billion, but a bidding war could drive the price to go much higher.  NBC Universal and News Corp., two key owners of broadcast networks, are interested as is Comcast.  Other suitors will follow.  Expect Viacom/CBS and Disney to also strike up a bid.

TWC would be a huge asset for any media company, but those with other programming interests probably have the most to gain--like NBC that has already launched NBC Weather Plus as a digital offering through its owned and operated stations.

I've read where one analyst say TWC is "beachfront property."  It's a service with an incredible brand, a strong online presence with more visitors than MySpace and Facebook, and is also strong in radio, even moving recently in to Spanish Language radio.

This should get 2008 off to a very interesting start.