Framing the sky: The (re)birth of weather forecasting on british television

Despite their best efforts, MO officials were now playing a balancing game they had rarely encountered in their previously limited public engagements. The MO was no longer forecasting at a high level to specific interest groups, but instead walking the tightrope of making their televised output accessible, but not oversimplified, ever aware that "we need not treat our audience as such complete morons as only to be able to understand the words …