WBIR-TV is a full service television station in Knoxville, broadcasting on local digital VHF channel 10 and on virtual channel 10. Founded in 1956, it is owned by Gannett Company. WBIR-TV is affiliated with NBC (National Broadcasting Company), airing NBC's primetime shows in the evening. In the morning, the station
airs NBC's morning news and information program, with spots for local news and weather; in the afternoon, it airs NBC's soap operas; in the early evening, it shows NBC's national news broadcast. After primetime, it airs its own local newscasts, followed by NBC's late-night programming. WBIR-TV also airs local sports broadcasts.