Story found here
The wireless industry, The FCC, and FEMA will roll-out the WEA's (Wireless Emergency Alerts) system nationwide this year. The National Weather Service (NWS) will start utilizing this by pushing extreme weather warnings over the system in June 2012. Tornado warnings, flash flood warnings and several other high-end warnings will go direct to wireless users in an affected county automatically if their device is compatible.
This is the Emergency Alert System set in a cell phone form. With cell phones in many pockets, this will be a great "free" way to pass emergency information to the public.