 The channel's original format was akin to that of a news and information cable network.Since the creation of the series "Atmospheres" in 2000 and "Storm Stories" in 2003, the Weather Channel had seen a gradual transition toward a mix of weather forecast programming and weather-related entertainment programming that paralleled the launch of sister network Weatherscan, the evolution of the always-on "L" bar/weather ticker, the development of weather.com and popular branded mobile phone applications, and the increased viewing and interest in documentary programs on the topic of weather.In November 2013, the channel introduced a new initiative of "weather all the time" in response to the criticism; all original programming – which was rebranded under the tagline "Natural Drama" – now had direct relevance to weather-related subjects, and the network reemphasized its promise to interrupt original programming either regionally or nationally during major weather events; in addition, the Weather Channel extended the display of its lower display line (which also experienced a design revamp as part of the introduction of a new graphics package) to commercial breaks and through entire broadcasts of its original programs.