The Weather Channel has surpassed 10 million iPhone application downloads since its November launch.

The application is available on Apple?s iPhone, iPod touch and iPad, Research In Motion's BlackBerry, Google's Android and Palm devices. The application provides consumers with up-to-date weather information.

?With the large reach The Weather Channel has ? more than 42 million monthly unique users on our digital properties and more than 100 million households on TV ? we are able to use our own platforms to promote The Weather Channel for iPhone application,? said Cameron Clayton, vice president of mobile at The Weather Channel, Atlanta.

?We take advantage of the fact that TWC is the leader in cross-platform usage ? meaning that of all media brands, consumers use TWC the most across all platforms ? television, online and mobile,? he said.

The Weather Channel claims to reach more than 16 million unique users a month on the mobile Web.

Mobile application
The Weather Channel?s mobile product portfolio includes its mobile Web site, multimedia and messaging offerings and its application, which offers location-based, customized weather information, an index of maps, an enhanced video center and severe weather alerts.

The application pinpoints users? exact locations and weather conditions, giving them the ability to personalize their maps with the weather layers and neighborhood landmarks that are relevant to their daily routine.

Users can personalize relevant locations, share weather conditions and alerts with contacts in their address book and view local, national and international video forecasts with The Weather Channel meteorologists.

The Weather Channel also ran banners and other ad units on its online Web site to promote its mobile application for the iPhone.

Here is a screen grab of an ad unit: 

?The Weather Channel mobile strategy continues to focus on the whole mobile product portfolio, including download products such as the No. 1 weather app on iPhone, Android, Blackberry and Palm devices, as well as the iPad,? Mr. Clayton said.

?The Weather Channel mobile team develops all its products with a focus on the user experience with the expectations of our customers in mind,? he said. ?We want to be where the people are and provide them the best weather experience possible.?

Weather upgrade
The iPhone application will soon get an update to include full-screen maps, seasonal weather information, a new sliding toolbar and new ad units.

Additionally, the premium application TWC Max for iPhone will soon see a new launch with an entirely new user interface. 

?Hitting the 10 million download milestone is a great success for our team, certainly, but it?s also a huge motivator,? Mr. Clayton said. ?TWC has a lot of top distinctions ? mobile content provider, weather application on all smart phones and leader in cross-platform usage of all media companies. 

?Our leadership position inspires us to continue our work providing consumers with the most accurate, up-to-date weather information when and where they need it,? he said.

?It also emphasizes that mobile is where the people are, and advertisers who are not including mobile are missing out.?