Local weather coverage is the number one reason people tune in to the news, especially during severe weather events. And as the media industry changes, meteorologists are finding new ways to serve their audiences. One of them is Mississippi LIVE Weather, a streaming service led by meteorologist Matt Laubhan, powered by Baron Lynx.
Matt built his career in traditional broadcast with over two decades of experience. But in recent years, the dynamics of television - shrinking airtime for forecasts, corporate consolidation, and the rise of digital platforms - began to shift.
“Broadcast television is really just a delivery method,” Matt explains. “It’s not the only way to do or get the weather.”
That realization, along with conversations about the future of local media, sparked the launch of Mississippi LIVE Weather - a 24/7 streaming channel dedicated to coverage across northern Mississippi. At launch, the service also introduced its own mobile app, which has quickly become a major driver of viewership and community connection.
With a team of meteorologists, the channel delivers daily live shows, pre-recorded forecasts, and even some Friday night sports coverage, creating a community-focused operation.
“We have four meteorologists now, but we’re continuing to grow,” Matt says. “There’s potential to expand our coverage, our content, and our team to serve the entire state.”
Streaming Offers Something Different
Unlike local TV, where weather segments are often allotted just two or three minutes, Mississippi LIVE Weather has no time constraints.
“We can tell a complete weather story every time,” Matt says. “It’s like the Maxwell House slogan—good to the last drop. Well, here, we’re ‘tracking to the last sprinkle.’”
That freedom means viewers aren’t just getting a snapshot of the forecast. They’re seeing the data, context, and trends that matter most, supported by the breadth of tools available through Baron. From Hail Swath and Storm Intel for pinpointing thunderstorm threats to precipitation analysis and instant rainfall outlooks, the Baron suite delivers the depth and accuracy needed to give viewers the clarity they can trust.
“I grew up in Russell, Kansas. It's a small town, about 4,000 people. We would watch the station that put our town’s name on the map,” Matt recalls. “That was really important to us. Even if they weren’t talking about Russell, just seeing our name there meant something. It’s something I always remembered and kept in mind.”
That early memory drives his focus on localization today. With Lynx, the team can instantly access analysis tools down to street level, ensuring that every town and every viewer sees themselves in the forecast.
A Platform That Delivers
When it came time to choose a weather platform, Matt openly says he strongly considered a competitor. But once he experienced Lynx, he knew he had made the right decision.
“I didn’t know how much more stable and reliable Lynx was until I used it,” he says. “If I could go back, I would have also changed my TV station to Baron years ago.”
With Lynx, Mississippi LIVE Weather has access to reliable, unlimited 24-hour Level II radar coverage across all sites and data streams. Instead of worrying about daily data restrictions, the team can instantly and continuously access the information needed to track how an event evolves - delivering deeper, more responsive coverage.
The App Advantage
Alongside launching Mississippi LIVE Weather, Matt also introduced the channel’s companion app. In just three months, it has already been downloaded more than 120,000 times, with 640 five-star reviews. He sees the app and the streaming service as inseparable.
“We’re in an app-driven world. To be successful in this space, you need one,” Matt says. “The app is a huge driver, it’s the primary delivery for our video stream. When I go live, it’s right there at the top of the app. It’s faster and easier than scrolling through social media to find the stream.”
One of the features audiences, and even other meteorologists, have noticed most is the speed of the alerts. Notifications arrive quickly, often faster than other white-label apps, giving users critical updates when seconds matter.
The app also provides another important delivery mechanism for content and a valuable opportunity for local advertising, adding to its role as both a community tool and a business driver.
“We’re already exceeding expectations,” Matt says. “I’m excited for the future, and a big part of that is because of the app.”
Standing Out in the Digital Space
Streaming weather is a growing field, and credibility matters. For Mississippi LIVE Weather, Lynx has helped establish that from day one.
“Anyone can make or put graphics online, but having a true broadcast suite and look sets us apart,” Matt explains. “It gives us credibility and a professional presence that viewers recognize.”
Audiences now view Mississippi LIVE Weather as equivalent to traditional stations in the area, with many remarking that the channel feels just as established, if not more responsive to their needs.
“Baron gives us the opportunity to provide the same quality of coverage we always have, but now we own the business and control the vision,” he says. “We can finally give viewers the in-depth coverage they’ve always wanted and really deserved. Especially in severe events, they want and deserve coverage for the entire duration. Now we can make that impact.”
That credibility is strengthened further through being part of the National Weather Network, a collaboration of independent meteorologists led by Ben Luna that expands local reach through a trusted nationwide partnership.
Greater Risk, Greater Reward
Launching a digital-first weather station is no small task, but for Matt and Mississippi LIVE Weather, the payoff has been a stronger connection with their community and the freedom to serve viewers without constraints.
“It’s a lot of work and a big investment, but it’s worth it,” he says. “Greater risk comes with greater reward, for us and for the people who rely on us.”
Ready to see how Baron Lynx and our white label app can deliver your weather coverage? Get started here.
