There are currently many different cases of companies that are using RSS technology in innovative ways. One company that is an excellent example of this fact is The Weather Channel®. On their website, users can select whichever feeds they want; there is a feed for updates regarding national weather, as well as one regarding the local weather forecast (which can be set to a specific location using the zip code). Additionally, users can subscribe to podcasts, which is the up-and-coming medium for RSS technology. There is a podcast that summarizes the national weather (which is updated four times daily), a ‘storm watch’ podcast, and a five-day forecast podcast for select cities, among other options.

All of these feeds are compatible with RSS readers such as MyYahoo!, Bloglines, or another reader of your choice. In addition, there is a desktop reader that can be downloaded for free that provides updated alerts regarding the local weather. Whenever there is a significant change in the weather, an alert is sent directly to the desktop of the user. There is also a small image that displays the current local temperature that is located in the corner of the desktop, next to the clock. There is not a more useful or more convenient way to stay informed about the local weather. It is for this reason that The Weather Channel® presents one of the most interesting cases of the use of RSS technology for the purpose of business.