Straight from the Heart is an ideology that is exemplified in both WBIR’s product and its culture. In all that we do, we strive to do it ethically with sincerity, honesty, integrity and compassion. In 2013, WBIR celebrated 30 years of our Straight From The Heart culture. We look forward to many more years of serving our viewers and our East Tennessee community.
WBIR is committed to serving the greater good of our community by being the local content provider across all media platforms, reaching our viewers anytime and anywhere. We strive to be good citizens, to do what is right, and to be fair and honest. We care. What we do comes ‘Straight From The Heart.
WBIR is owned and operated by TEGNA Inc., an innovative media company that serves the greater good of its communities. Across platforms, TEGNA delivers relevant and trusted content by telling empowering stories, conducting impactful investigations and providing innovative and unparalleled solutions for advertisers through TEGNA Marketing Solutions. For more information, visit www.TEGNA.com.
TEGNA’s purpose is to serve the greater good of our communities.
We will provide the news and information that people need to function as effective citizens.
We will seek solutions as well as expose problems and wrongdoing.
We will provide editorial and community leadership.
We will seek to promote understanding of complex issues.
We will be advocates for our communities.
At TEGNA, you will find people from all backgrounds, interests and abilities, united by a common purpose to make a difference in our work, our company and our community.
We are committed to making editorial decisions with input from a variety of voices that reflect our community. We seek sufficient understanding of the communities, individuals and stories we cover to inform the public. We are persistent in pursuit of the whole story.
At TEGNA, we believe that attracting a talented and diverse workforce is one of the keys to our success. We strive to create for our employees an environment which offers professional and intellectual challenges, which encourages innovation and creativity, and which rewards success and effective teamwork. Read our latest EEO Diversity Report.
TEGNA is committed to the highest ethical standards and dedicated to the principles of truth, independence, fair play and integrity. These principles apply to everything we do, from gathering content to reporting and producing content. Read TEGNA’s Principles of Ethical Journalism.
TEGNA journalists observe the following principles:
We will remain free of outside interests, investments, business relationships or personal relationships that may compromise the credibility of our news reports.
We will seek to avoid potential conflicts of interest and promptly disclose any that arise.
We do not accept gifts, meals or entertainment from any individuals or organizations that may be covered by our stations.
We do not allow sponsors of news to determine, change or restrict content.
We do not make political contributions, participate in political advocacy or publicly share political views.
We are transparent about paid or sponsored content.
We clearly identify and differentiate commentary from news.
We will explain our journalistic processes to our audience.
We will uphold and defend the First Amendment.
We will be vigilant watchdogs of government and institutions that affect the public.
We will fight to insure the public’s business is conducted in public.
We will treat people with dignity, respect and compassion.
We will be fair with people unaccustomed to dealing with the media. (*)
We will seek all sides relevant to a story.
(Also diverse voices)
We will act honorably, transparently and ethically in dealing with news sources, the public and our colleagues.
We will obey the law.
We will not skew facts, distort reality or sensationalize events (ETHICS).
We will not manipulate images or sound in misleading ways.
We will not present images that are reenacted without informing the audience.
We will use hidden cameras or similar techniques only if there is no other way to tell a significant story effectively, and only with news management approval.
We will respect the copyrights of others.
We report the news accurately, thoroughly and in context on all platforms. We vet sources, verify facts and challenge assumptions before reporting news. We hold factual information on all platforms to the same standards of accuracy.
We are honest. We do not mislead sources, story subjects or the public.
We attribute information received from others, and we are transparent with sourcing. We do not plagiarize.
We do not misstate our identity or intentions. We keep our word.
We do not intentionally slant the news.
We value being right over being fast.
We will use unnamed sources as the sole basis for reporting only as a last resort when it best serves the public’s right to know, and only with prior news management approval.
We will make corrections promptly and proportionate to the original reporting.
Click here to meet our Editorial Leadership team
We value feedback from our community, including story ideas as well as comments and corrections on our coverage. Click on the appropriate link below to route your feedback to the correct team in our newsroom.
TEGNA is proud to be a participant in the Trust Project. The Trust Project is an international consortium of news organizations collaborating to use transparency to build a more trustworthy and trusted press. For more information visit https://thetrustproject.org/.
WBIR-TV signed on the air on August 12, 1956 as a CBS television affiliate. The station's call letters come from Jesse W. 'Jay' Birdwell, who founded WBIR radio in 1941. Initially, all programming was broadcast from the basement of the transmitter building on Sharps Ridge. In May of 1957, the WBIR studios were completed and the station moved to its present location on Bill Williams Avenue. On September 10, 1988, WBIR became an NBC television affiliate. In December of 1995, WBIR was purchased by Gannett, Co. Inc. and in 2015, when Gannett spun its publishing properties from its broadcast and digital properties WBIR became part of TEGNA Media, one of the largest and most geographically diverse broadcasters in the U.S. To learn more about TEGNA and its subsidiary brands, visit www.tegna.com.