Sunday morning brought a thrilling development for fans of the Tennessee Volunteers as WSMV 4 in Nashville, along with sister stations WVLT in Knoxville and WMC in Memphis, were officially named the “Official Television Stations of the Tennessee Volunteers.” The announcement, made on July 18, 2025, by University of Tennessee Athletics, the Vol Network, and Gray Media, marks a first-of-its-kind partnership engineered to deliver broader and deeper television coverage of Vols athletics than ever before.
According to all parties, this expansion will cover the Volunteer State’s three largest media markets—East, Middle, and West Tennessee—by leveraging Gray Media’s Tennessee Valley Sports Network (TVSN). This newly launched platform, powered by the trio of stations, promises heightened accessibility for fans by presenting a range of live and pre-recorded content free over the air. Early signals point to a sweeping initiative that intends to reach into Chattanooga and Jackson down the road.
Viewing football fans have cause to celebrate most, as one of the partnership’s key features is a bold expansion of Tennessee football coverage. A brand-new pregame show, “Volunteer Gameday,” is scheduled to debut in the fall of 2025, broadcasting live two hours before kickoff, whether home at Neyland Stadium or on the road. Mike Keith, the widely recognized “Voice of the Vols,” will serve as co-host alongside WVLT anchor Brittany Tarwater and former Tennessee quarterback Heath Shuler. For Volunteers devotees, the chance to hear Keith—already deeply embedded in the Tennessee sports narrative—lead the festivities adds both continuity and gravitas.
Mike Keith, an alumnus of the University of Tennessee and long-time sports broadcasting mainstay, brings significant credibility to the show. Keith attended UT, served as radio sidekick alongside legendary broadcaster John Ward from 1987 to 1998, and spent 27 years as the radio play-by-play voice of the NFL’s Tennessee Titans. In January 2025, he returned to Knoxville full-time to succeed the retiring John Ward as the “Voice of the Vols,” continuing an illustrious career punctuated by multiple hall of fame inductions and accolades. His presence as pregame host will surely reassure fans eager for both honed insight and passionate commentary.
From Gray Media’s perspective, the partnership presents strategic alignment with the University of Tennessee and the Vol Network—an entity that, since its founding in 1949, has coordinated radio and television coverage of UT athletics across Tennessee and surrounding states. The new affiliation with WSMV, WVLT, and WMC will supplement Vol Network’s reach, enhancing branding and bringing television viewers partner-produced programming year-round. Jasmine Hardin, Regional Vice President and General Manager of WSMV, noted that the long-standing vision is finally realized, extending across Tennessee thanks to TVSN. She expressed gratitude for furthering Vol Network ties and evolving college sports media delivery to set a “new standard.”
WVLT General Manager Bruce Austin emphasized how Gray Media’s infrastructure can truly connect UT Athletics to all divisions of the state. He highlighted the collaborative nature of the deal, stating that the expanded coverage enriches the existing relationship with UT and the Vol Network. Meanwhile, Tennessee Athletics Deputy Athletic Director and Chief Marketing Officer Alicia Longworth conveyed pride in the partnership, underscoring the uniqueness of TVSN and the intent to offer the state’s most passionate fan base comprehensive, year-round programming highlighting Keith and other Volquest analysts such as Brent Hubbs, Austin Price, Rob Lewis, and Grant Ramey.
For Tennessee fans, the era of scarce televised pregame content appears to be over. The “Volunteer Gameday” show will fill a void in UT athletics coverage and provide a centralized hub for in-depth analysis, interviews, and exclusive segments. With multiple hours of live broadcast content planned every game weekend, Gray Media aims to raise the bar on local market coverage and offer new narratives between games.
WSMV brings strong production capabilities to the table. The station airs 53 hours of live local news weekly—more than any station in the Nashville market—and is an award-winning content producer thanks to numerous honors including Edward R. Murrow and Peabody Awards. WVLT and WMC, Gray Media properties in east and west Tennessee, mirror these capacities, lending statewide infrastructure and production muscle to the initiative.
The decision to offer all content free over the air removes barriers for fans. In an era when cord-cutting is prevalent, the TVSN model seems positioned to engage audiences who may otherwise miss out on exposure because of subscription costs. It also creates excellent opportunities for advertisers seeking to reach a dedicated, sports-loving audience.
In addition to pregame coverage, the agreement promises several hours of television content weekly, including exclusive analysis and insights from Volquest personalities. While details remain forthcoming, this could include coach features, player spotlights, behind-the-scenes access, features on recruiting, and more. The line-up evidently will evolve through the upcoming academic year to build continuity, brand familiarity, and viewer interest.
The timing couldn’t be better: Tennessee football has experienced a resurgence under coach Josh Heupel. With exciting quarterback battles, an energized offense, and renewed optimism around Neyland Stadium, viewership interest is set to rise. Expanded coverage helps harness that momentum and reinforce Vol Nation on a larger scale ahead of big conference matchups and potential postseason runs.
This effort marks a shift in collegiate sports broadcasting. Rather than relying primarily on regional sports networks or national platforms, this strategy signals that local over-the-air media—in collaboration with a school’s established network—can deliver deep, localized narratives. These relationships can create and curate content that national platforms may overlook while building loyalty through preseason connection and weekend rituals. It’s a potential template for other universities looking to leverage existing media infrastructure and fan commitment.
For WSMV, adding the “Official Television Station” prefix to Vols coverage strengthens its local sporting identity alongside its broad news priorities. Their coverage of Middle Tennessee and beyond, including investigative journalism and weather forecasting, already positions them at the heart of community engagement. With UT athletics added to the mix, this cements their role as a go-to destination for passion-driven broadcast programming.
Fans across Tennessee now have reason to anticipate new ways of following their favorite teams—even beyond football. While the initial focus is the football pregame show, the structure laid out suggests expansion to basketball, baseball, and potentially Olympic or club sports. Given their mention of Vol Network’s broader programming and the analytic team, this may include women’s basketball, volleyball, softball, and Olympic sports analysis, all delivered through TVSN.
Nationally, collegiate media deals often exclude over-the-air options as bundling with cable or subscription platforms dominates. This partnership reclaims the idea that accessibility matters—especially in regions where cable or broadband isn’t universal. It’s a nod to tradition and inclusivity, ensuring families and communities can still gather around pregame programming on free, accessible channels.
The announcement drew excitement from leadership. In describing the partnership as “game-changing,” UT Athletics, Vol Network, and Gray Media emphasized both ambition and mutual commitment. What matters, they say, is serving “one of the largest fan bases in college sports.” That’s certainly true: Tennessee enjoys a multi-state fan presence, with alumni and supporters spread across Tennessee, nearby southern states, and even nationwide.
From a content perspective, “Volunteer Gameday” will feature on-site and remote broadcasts, player and coach interviews, tailored analysis, and interactive segments. By combining Keith’s voice, Tarwater’s polished delivery, and Shuler’s firsthand experience, the show aims to be as informative as it is entertaining. Fans will not only watch but gain deeper insight before every kickoff.
As fall approaches, marketing will ramp up. Viewer awareness of TVSN channel locations, over-the-air tuners, streaming availability, and broadcast schedules will be critical. If Gray Media successfully consolidates UT content into a cohesive program package, they’ll establish a viewing habit—one that can extend into basketball season and beyond.
Critically, subscriber habits will need engagement. While OTT and streaming have reshaped media consumption, local networks can build strong brand loyalty by focusing on community touch points. Live broadcasts, local sponsorships, tailgate event integration, and in-person coverage can reinforce the connection between station, team, and fanbase.
While Gray Media has plans to expand to Chattanooga and Jackson, national sports broadcasters will undoubtedly watch this case. Should it succeed, other collegiate programs could explore similar free over-the-air syndication, especially in states where cord-cutting has reduced traditional viewership.
However, challenges exist: ensuring consistency across cities, maintaining production quality, managing advertising logistics, and coordinating content rights (especially during NCAA tournament seasons where national contracts often dominate) are key concerns. But being the “Official” partner suggests Gray Media has aligned rights and schedules with the Vol Network to minimize friction.
For WSMV, the station’s legacy as Nashville’s first TV broadcaster and a news leader—recognized for award-winning journalism—means there’s community trust attached to the station. Now, with its sports coverage footprint enhanced across the whole state, the station broadens its role in state culture and identity.
Meanwhile, WMC in Memphis gains by aligning their station with UT athletics on the university that holds broad allegiances throughout West Tennessee, and WVLT consolidates Knoxville’s TV presence as the official W campus station. Each station tightens its brand with the University of Tennessee, helping anchor local viewership into a consistent Tennessee Valley Sports Network experience.
From a fan’s viewpoint, free access matters. Whether at home, in nearby towns, or gathering around game time with family, knowing that football season will be prefaced by two hours of TV coverage without subscription adds convenience and tradition to Saturdays—and sometimes Thursdays.
The role of Mike Keith cannot be overstated. His voice is a conduit of Vol identity. His signature exuberance, narrative skill, and respect for Tennessee sports heritage earn immediate loyalty. Having him join daily programming beyond game day
