According to the Italian national research councils institute of meteorology, more than 90 per cent of Italian adults consult a weather forecast every day and 18.4 per cent do so more than once a day. With the public becoming more informed about the weather, climate change and global warming, interest has been steadily growing. The principal Italian weather website,, reports 1.5 million hits daily and Sky, the satellite TV company, has recently introduced Sky Meteo24 Active, a press-button service where subscribers can get an immediate weather forecast for their area at the same time as they watch another Sky channel. The new Sky service has gone to the top of the most-used-channel ratings.