Vol Nation Rejoice: WSMV 4, WVLT, and WMC Named Official Television Stations of the Tennessee Volunteers in Landmark Media Partnership
In a groundbreaking development for Tennessee Volunteers fans across the Southeast, WSMV 4 in Nashville, along with its sister stations WVLT in Knoxville and WMC in Memphis, have officially been named the Official Television Stations of the Tennessee Volunteers. The announcement marks a pivotal moment in the evolution of Vols coverage, promising to deliver unprecedented access, exclusive content, and enhanced visibility of one of college sports’ most iconic brands.
Early this morning, the University of Tennessee, in collaboration with Gray Television, confirmed the expansive partnership that will unite three major Tennessee-based stations under the banner of the Vols. The move is being hailed as a game-changer not only for the UT Athletics Department but also for fans who have long craved more in-depth and consistent coverage of their favorite teams. For a fan base as passionate and widespread as Vol Nation, the implications are immense—and the excitement is already rippling across the state.
The agreement will bring more televised Tennessee athletics content than ever before to living rooms, sports bars, smartphones, and streaming devices. Football, basketball, baseball, softball, and even Olympic sports are expected to benefit from this surge in coverage. From locker room insights to behind-the-scenes features, from full-length interviews with coaches to postgame breakdowns, this partnership is designed to immerse fans deeper into the heartbeat of Big Orange sports.
But perhaps the most thrilling revelation tied to the deal is the return of a familiar voice that Vols fans know and trust—Mike Keith. The legendary broadcaster, best known as the voice of the Tennessee Titans and a proud UT alum, will host a brand-new pregame show that will air exclusively on the partner stations. His return to the Vols fold in an on-air capacity brings a dose of nostalgia, credibility, and excitement to the programming slate.
Mike Keith’s involvement instantly elevates the media partnership. Known for his dramatic play-by-play calls and deep Tennessee roots, Keith brings an unmistakable gravitas to the table. Whether he’s breaking down film, analyzing player matchups, or interviewing former Vols legends, fans can expect an authoritative yet passionate voice guiding them through each game day. His presence alone signals that this isn’t just another media deal—it’s a cultural moment for Tennessee athletics.
For years, fans have voiced frustrations over inconsistent coverage, blackout restrictions, and limited access to in-depth programming about their beloved Volunteers. This new partnership directly addresses those concerns. It promises localized content, more live broadcasts, and special segments that focus on the players and stories that define Tennessee sports. It’s not just about wins and losses—this is about building a media presence that reflects the values, history, and energy of Rocky Top.
From a strategic standpoint, this partnership couldn’t have come at a more opportune time. Tennessee’s athletic programs are riding a wave of competitive success and national recognition. Josh Heupel’s football team is firmly on the national radar, Kellie Harper and Rick Barnes have their basketball squads performing at elite levels, and Tony Vitello’s baseball program has captured the attention of fans and MLB scouts alike. The demand for Vols content has never been higher, and now, the supply is finally set to meet it.
In the coming weeks, WSMV 4, WVLT, and WMC will roll out a comprehensive media plan that includes weekly coach’s shows, exclusive practice footage, in-depth player features, live pre- and post-game coverage, and community-driven segments that highlight the Volunteer spirit off the field. The broadcasts will not only focus on the big-ticket sports but will also shine a light on underrepresented programs, celebrating the full spectrum of Tennessee athletics.
This coverage expansion also represents a return to form for local sports media. In an era dominated by national broadcasts and generic programming, this deal aims to bring the focus back to regional storytelling and personalized, meaningful sports journalism. It’s about capturing the unique character of Vol Nation—the traditions, the rivalries, the pageantry—and delivering it to fans in a way that feels authentic and connected.
The implications stretch beyond television screens. With Gray Television’s robust digital infrastructure, content will also be accessible across multiple platforms—websites, mobile apps, smart TVs, and social media channels—ensuring that fans on the go or outside of traditional viewing areas won’t miss a moment of the action. Whether you’re in Knoxville, Nashville, Memphis, or across the country, the Volunteer spirit will be just a click away.
This unprecedented alignment of stations under a single, coordinated media strategy will also allow for statewide consistency in coverage. No longer will fans in different parts of Tennessee receive fragmented or inconsistent access to games and programming. With WSMV 4, WVLT, and WMC working in tandem, the Volunteer experience will be unified, coordinated, and elevated.
Behind the scenes, the UT Athletics Department has been working on a deal of this magnitude for some time. Athletic Director Danny White, known for his progressive vision and focus on branding, has made it clear that expanding the Vols’ media footprint is critical for growing the Tennessee brand. This partnership is a tangible outcome of that vision. By aligning with three of the most prominent TV stations in the state—each with deep community roots and large audiences—the university is ensuring that Tennessee athletics remains front and center year-round.
As part of the initial rollout, fans can expect the debut of the new pregame show with Mike Keith this fall, starting with Tennessee’s highly anticipated football season opener. Teasers for the show promise deep dives into game strategy, historical matchups, fan reactions, and on-location segments that bring viewers closer than ever to the action. The show will air across all three stations and be available for streaming, creating a new ritual for fans before kickoff.
In addition to football coverage, the stations are already mapping out special segments for basketball season, including in-depth interviews with players, coaching breakdowns, and exclusive access to practice sessions. For baseball, expect full-season coverage that captures the rowdy, unforgettable environment of Lindsey Nelson Stadium. And for women’s sports and Olympic sports—often underrepresented in traditional coverage—this partnership represents a long-overdue spotlight.
From student-athletes to fans, from alumni to incoming freshmen, the impact of this partnership is already being felt. It’s not just about watching games—it’s about being part of something bigger. Something that stretches from the stadium seats to living rooms, from the training facility to the local news, from the Tennessee River to the national stage. This partnership solidifies what Vol fans have always known—that Tennessee athletics deserves premier coverage, and now, it’s finally getting it.
Perhaps most importantly, this partnership reflects the bond between the university and its community. At a time when sports can sometimes feel distant or corporatized, this move brings the coverage back home. It centers the voices that matter—those of the fans, the students, the alumni, and the athletes who wear the orange and white with pride.
As the fall season approaches and fans prepare for another exhilarating year of Tennessee athletics, one thing is clear: the Vols are ready for the spotlight. And thanks to WSMV 4, WVLT, and WMC, that spotlight will burn brighter, louder, and more passionately than ever before.
This isn’t just media coverage. This is a media movement. One rooted in tradition, driven by excellence, and powered by the unwavering spirit of Vol Nation.
