 The channel also disseminated severe weather information, and photos and videos submitted by meteorologists and viewers, on its Twitter feed (@TWCBreaking, which also served as a hashtag usable for posts).In July 2012, the Weather Company (former owner of the Weather Channel) purchased competing weather website Weather Underground.While the Weather Channel already had success with its own mobile apps, it planned to use Weather Underground's large network of digital forecasting and tracking websites to bolster its digital growth.