Big news for Tennessee Vols fans this morning: Nashville’s WSMV 4 and sister stations WVLT and WMC have been appointed the Tennessee Volunteers’ official television stations. Through the collaboration, Vols athletics will receive more television coverage than ever before, including a pregame program hosted by Mike Keith, a well-known voice.

In a significant move that will reshape how Tennessee Volunteers athletics is covered and consumed across the region, Nashville’s WSMV 4, along with sister stations WVLT (Knoxville) and WMC (Memphis), have been appointed as the official television partners of the University of Tennessee Volunteers. This media partnership marks a new era for Tennessee athletics, promising unprecedented exposure, deeper storytelling, and more consistent programming for Vols fans statewide and beyond.

The partnership aims not only to strengthen the visibility of UT’s athletic programs but also to create a unified viewing experience for Tennessee fans regardless of where they live. And with the announcement that Mike Keith, the legendary voice of the Tennessee Titans, will host a weekly pregame program, fans can expect polished, in-depth, and dynamic coverage from one of the most respected broadcasters in the region.

Here’s a full breakdown of what the partnership means for the Vol Nation, how it affects TV coverage, what to expect from Mike Keith’s show, and why this is a big win for Tennessee’s brand.

A Unified Broadcasting Front for the Vols

This collaboration between WSMV 4, WVLT, and WMC establishes a strategic broadcasting network covering Tennessee’s three largest metropolitan markets: Nashville, Knoxville, and Memphis.

Why It Matters

For years, Tennessee football, basketball, and other sports have had fragmented local coverage. Depending on where you lived in the state, access to consistent game-day coverage, coach interviews, and behind-the-scenes content varied greatly. This often left fans outside of Knoxville without the same depth of connection to the program.

By designating these three major stations as official partners, the University of Tennessee ensures a consistent media pipeline to all corners of the Volunteer State — and beyond, thanks to digital streaming and regional affiliates.

More Coverage Than Ever Before

The biggest takeaway for fans is simple: more Vols content. And not just during football season — the agreement includes coverage of basketball, baseball, softball, Olympic sports, and special features on student-athletes and coaches.

What the Deal Includes

• Weekly Pre-Game Show: A 30-minute show hosted by Mike Keith leading into every football game.
• Expanded Postgame Analysis: In-depth breakdowns, interviews, and coverage airing across all stations.
• Midweek Coach Segments: Sit-downs with Head Coach Josh Heupel and other Tennessee staff.
• Basketball & Olympic Sports Features: Additional attention to Lady Vols basketball, baseball, track, and more.
• Special Reports and Athlete Profiles: Focused segments on individual athletes, giving fans a closer look at their journeys.

Why Fans Should Be Excited

This partnership isn’t just about quantity — it’s about quality, access, and consistency. The expanded coverage means that fans in Memphis will get just as much insight into the program as those in Knoxville. With experienced sports journalists and broadcast teams in all three cities, the coverage promises to be both professional and fan-focused.

Mike Keith to Host Vols Pregame Show

One of the most exciting aspects of the announcement is that Mike Keith, known widely as the voice of the Tennessee Titans, will host the new Vols pregame show airing weekly before kickoff.

Who is Mike Keith?

Mike Keith is a broadcasting legend in Tennessee. As the long-time play-by-play announcer for the Titans, his voice is synonymous with iconic moments in Tennessee sports. His passion, energy, and storytelling ability make him an ideal fit to bring the spirit of Rocky Top into homes every weekend.

What to Expect from His Pregame Show

• Game Previews: Breaking down matchups with a focus on strategy, key players, and implications.
• Player Interviews: One-on-one conversations with current players and legends.
• Behind-the-Scenes Access: Inside looks at practice, locker room dynamics, and team meetings.
• Fan Segments: Community-driven features that celebrate Tennessee’s passionate fanbase.

This isn’t just another studio show — it’s being built as a premium experience, made for fans who want more than scores and stats. Keith’s presence brings gravitas and legitimacy, which will be especially appealing to longtime fans and casual viewers alike.

A Win for Recruiting and Program Visibility

From a football operations perspective, this deal is also a strategic recruiting advantage. More television exposure means more chances for prospective athletes to see what it means to be a Volunteer — not just on the field, but as part of a community and culture.

Media = Brand Power

In the NIL era, a program’s media presence is currency. Tennessee athletes will benefit from:

• Increased Name Recognition
• More Highlight Opportunities
• Interview Exposure
• Visibility to Local Sponsors

This allows Tennessee to showcase itself as a modern, media-savvy program that can help elevate a student-athlete’s profile. It’s not just about winning games anymore — it’s about building personal brands, and this partnership directly supports that mission.

Knoxville’s WVLT: The Home Base

As the flagship station located in Knoxville, WVLT has long been intertwined with Tennessee athletics. Their sports department includes seasoned reporters who’ve followed the Vols through highs and lows.

With this new designation, expect WVLT to double down on its commitment to coverage:

• On-site Reporting from Neyland Stadium and Thompson-Boling Arena
• Weekly Coach Segments
• Vols Women’s Sports Focus, including Lady Vols basketball and softball

WVLT will act as the operational hub of content production, with WSMV and WMC amplifying the material statewide.

WSMV 4 (Nashville) and WMC (Memphis): Key Distribution Hubs

Bringing Nashville and Memphis under the umbrella is a massive win for Tennessee. While Knoxville has always been the spiritual home of the Vols, building fan engagement in these metro areas is crucial to expanding the base.

WSMV (Nashville)

• Offers access to middle Tennessee recruits and fans
• Reaches a significant portion of Tennessee alumni
• Strong sports team capable of telling rich, local stories with statewide relevance

WMC (Memphis)

• Historically a divided region (with Ole Miss and Arkansas presence)
• Opportunity to reclaim market share
• Gives Memphis-area athletes a reason to consider Rocky Top with hometown visibility

Both stations also bring robust digital platforms, allowing Vols content to travel beyond traditional TV and into streaming, social, and mobile platforms — something younger fans and recruits will certainly appreciate.

Community Involvement and Fan Integration

This partnership isn’t limited to on-screen content. Plans are already underway to integrate fan participation through:

• Fan Polls and Q&As
• Tailgate Spotlights
• Social Media Reactions on Air
• Contest Giveaways
• Behind-the-Scenes Footage of Game Day Traditions

By making fans feel part of the broadcast, the stations hope to create a community-driven content ecosystem, rather than just a one-way viewing experience.

The Bigger Picture: Tennessee’s Media Strategy Evolves

This TV partnership is a reflection of Tennessee athletics’ broader media strategy. In recent years, the Vols have made big strides in modernizing their branding, digital presence, and storytelling. From bold uniform reveals to cinematic highlight reels, the Vols are embracing the future of sports media.

This deal with WSMV, WVLT, and WMC is an extension of that evolution — giving the program full control over its narrative and ensuring that its stories reach every corner of the state.

Final Thoughts: A New Era of Vols Coverage

Tennessee’s decision to partner with WSMV, WVLT, and WMC as official television stations is more than just a media deal — it’s a statement of intent.

It signals that the Vols are ready to invest in their fans, their athletes, and their future.

• More access.
• More stories.
• More Tennessee pride, on air and online.

And with a respected voice like Mike Keith leading the charge, the Vols faithful can be sure that this new era of coverage will be delivered with passion, precision, and the unmistakable energy of Rocky Top.