You prepare and prepare but you can't make the snow come down as much as you'd like sometimes. TV news stations make elaborate preparations for the giant amount of snowfall they hope will come. Because if it doesn't, then they've just wasted all that time on some measly rainy and slushy weather. It's annoying when you send three reporters out in the field to show the viewers the snow and all they really have to say is "it's raining and not that dangerous."
I suppose in some way a huge blizzard, while inconvenient, is a news station's wet dream. Then the money spent on the Storm Central/Storm 2006/Storm Watch setup can be justified.