The Weather Channel: "Do not assume you can survive if you choos - KWWL - Eastern Iowa Breaking News, Weather, Closings

The Weather Channel: "Do not assume you can survive if you choose to stay"

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Weather Channel veteran Bryan Norcross issued a firm, ominous warning Thursday to Florida's coastal residents choosing to ride out Hurricane Matthew.

Norcross told viewers he "could not overstate the danger" of Hurricane Matthew, and stressed that central and northern Florida have never experienced a hurricane of this strength.

"This is not hype, this is not hyperbole and I am not kidding..." he said. "Do not assume you can survive if you choose to stay. There will be overwhelming damage and likely a heartbreaking loss of life. Based on everything we know, Matthew will make history. The Weather Channel does not want you to be part of that history."

Hurricane Matthew is a Category 4 storm barreling toward the East Coast. It is expected to make landfall early Friday morning.

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