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When you open the app, once you have set up your favorite city, you land directly on the main forecasting screen, with the current situation at the top, a chart below and four bottoms to see if it's safe to run or bike for example.
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At launch, the new app includes a 10-day forecast; but unlike some weather apps, this forecast also includes hourly breakdowns for all ten days – just keeping scrolling on the hourly forecast screen to see the later days.
Before magnetic clouds, satellite technology, hi-tech graphics and colour television brought more pizzazz to forecasts on screen, a 32-year-old Yorkshireman who worked for the Meteorological Office became the BBC's first on-screen weather presenter.
Her love for golden boy Hubbell over decades is lovingly rendered, and any channel aiming to boost its ratings only needs to check the weather forecast and screen it every rainy Sunday afternoon.
Ask the same thing to Siri, and it responds, "Here's the weather between today and August 6, 2015" -- then, it displays a forecast on screen.
Both apps flash the temperature and forecast across the screen, but iLuv's was wildly inaccurate.
Like forecasting, breast cancer screening and diagnosis aren't perfect -- especially in younger women.
Jane Buckingham, president of Trendera, a consulting and trend forecasting company, recently screened "Reign" for a test female audience of 16- to 20-year-olds, with the majority responding favorably but not committing to watch regularly.
As soon as a query (and credit-card number) are submitted, the forecast appears on the screen.
This year, the research company Screen Digest forecast that the social games market would grow to $1.5 billion in 2014, from about $640 million in 2009.
But this year, with technology powerhouses like Apple and Google introducing whole new mobile devices and buying up ad firms specializing in the small screen, the forecasts may finally be right.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com