The Weather Channel is rolling out a new technology that enables advertisers to target cable TV audiences based on time, place and weather conditions.

The Intellistar program, which enables what Weather Channel calls “contextual copy-splitting”, has been undergoing beta trials. It plans to implement the technology at cable systems throughout the remainder of the summer.

Weather Channel developed the technology in house. The channel is available in more than 87 million homes.

Its web site draws more than 25 million visitors a month.

Weather Channel: