Television station licensed to Greeneville, Tennessee, serving the Tri-Cities region of Tennessee and Virginia.
Last updated November 4, 2026
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Overview
WEMT is a full-power television station licensed to Greeneville, Tennessee, and serving the Tri-Cities television market spanning northeastern Tennessee and southwestern Virginia. The station operates on virtual channel 39 and is associated with Sinclair Broadcast Group through its ownership and operating relationship with WCYB-TV, the NBC/CW/Fox station licensed to Bristol, Virginia. WEMT and WCYB share studios on Lee Street in Bristol, close to the Virginia–Tennessee state line. WEMT's transmission facilities are located at Rye Patch Knob on Holston Mountain in the Cherokee National Forest, a site selected to serve the mountainous regional market. The station began broadcasting on November 4, 1985, under the call sign WETO, a name derived from the slogan “East Tennessee's Own.” It was established by Medium Rare Inc., a local company led by Greeneville businessmen Jay Austin and Robert Lochte. WETO entered the market as its first independent television station, offering general-entertainment programming from studios and offices in Greeneville. The station joined the Fox network in 1986, shortly after Fox launched nationally, and became an early Fox outlet in eastern Tennessee. Its initial business model was strained by high programming expenses, changing cable-system rules, and limited capitalization. Financial difficulties eventually led to a forced sale process. MT Communications acquired the station through a 1989 public auction after an earlier proposed transaction failed to close and another bidder could not secure financing. MT took control in November 1989 and changed the call sign to WEMT in December of that year. The new identity was part of a broader renaming program involving several MT Communications Fox affiliates. WEMT's revenue performance improved substantially in 1990 and 1991, although the wider group experienced difficulties at other stations. The station's ownership and operating structure changed again in the early 1990s. Max Media initially managed WEMT for an ownership group associated with former Virginia lieutenant governor Dick Davis and later acquired the station outright. Max Media moved WEMT's full operation from Greeneville to Johnson City in February 1993, placing it closer to the geographic center of the Tri-Cities market. Sinclair Broadcast Group acquired Max Media's television stations in 1998, but regulatory restrictions prevented Sinclair from directly holding WEMT's license at that time. Sinclair instead operated the station through a local marketing agreement. In 2005 and 2006, WEMT's license and non-license assets were separated. Aurora Broadcasting acquired the license, while BlueStone Television, owner of WCYB-TV, purchased the station's non-license assets and assumed most of its operations. This arrangement linked WEMT closely with WCYB and enabled WCYB to produce a local 10 p.m. newscast for WEMT. Subsequent transactions involving BlueStone and Esteem Broadcasting preserved the operating relationship. Sinclair later acquired the Bonten Media Group stations in 2017, while WEMT's license was held by Cunningham Broadcasting under an ownership structure associated with Sinclair's controlling Smith family trusts. WEMT completed the United States full-power television transition from analog to digital broadcasting on June 12, 2009. Its digital operation initially used physical channel 38 while retaining virtual channel 39. In November 2011, the transmitter moved from Viking Mountain to Holston Mountain, improving coverage across the Tri-Cities and southwestern Virginia while reducing service in portions of the Knoxville area. The station later moved its digital signal from physical channel 38 to channel 28 on April 12, 2019, as part of the nationwide repacking process following the 2016 wireless spectrum auction. In late 2025 and early 2026, WEMT's programming role changed significantly. The Fox affiliation moved to WCYB's third digital subchannel on December 8, 2025. Fox programming continued to be transmitted from both WEMT and WCYB during a transition period ending January 12, 2026, after which WEMT began carrying Roar, a Sinclair-owned digital multicast network. Sinclair filed to acquire WEMT directly from Cunningham in August 2025, and the transaction was reported as completed on March 1. WEMT therefore remains an active local broadcast facility, but its post-2026 identity is centered on digital-network distribution rather than serving as the market's primary Fox transmitter.
History
WEMT originated as a locally developed television project in Greeneville, Tennessee. Medium Rare Inc., led by Jay Austin and Robert Lochte, filed for a construction permit for channel 39 in 1982. The Federal Communications Commission approved the permit in 1983. The resulting station, WETO, began broadcasting on November 4, 1985, with a general-entertainment independent format and local facilities in Greeneville. It became the first independent station in the market and joined Fox in 1986. The station entered operation with limited financial resources. Rising programming expenses and changes affecting cable distribution placed pressure on its local owners. A proposed sale to MT Communications in 1988 did not initially close, and the station also faced a dispute over unpaid ASCAP licensing fees related to music used in programming. WETO's assets were subsequently offered at public auction in July 1989. After the initial bidder failed to secure financing, MT Communications acquired the station in November for its successful bid. The company changed the call sign to WEMT on December 1, 1989. WEMT's revenues improved in 1990 and 1991. In the early 1990s, MT Communications arranged to sell several stations, including WEMT, to an ownership group associated with Dick Davis, with Max Media managing the properties. Max Media relocated WEMT's full operation from Greeneville to Johnson City in February 1993. The move was intended to place the station closer to the center of the Tri-Cities region. Max Media later acquired WEMT outright in 1994. Sinclair Broadcast Group acquired Max Media's television stations in 1998. At the time, Sinclair could not directly hold WEMT because its ownership of another station created an impermissible overlap under the applicable television ownership rules. Sinclair therefore operated WEMT under a local marketing agreement. A later restructuring separated the license from the station's operating assets. In 2005, Aurora Broadcasting agreed to acquire the license, while BlueStone Television, owner of WCYB-TV in Bristol, acquired the non-license assets. The transaction closed in 2006, and WCYB assumed most of WEMT's day-to-day operations, including production of a local 10 p.m. newscast. BlueStone's television holdings were subsequently sold. Esteem Broadcasting acquired the WEMT license from Aurora, while Sinclair remained connected to the station's operation through its relationship with WCYB and later transactions. Sinclair announced the purchase of Bonten Media Group's television assets in 2017. In connection with that transaction, WEMT's license was placed with Cunningham Broadcasting, an entity associated with trusts connected to Sinclair's controlling Smith family, while the existing operating arrangement continued. WEMT's technical history reflects the transformation of American broadcast television. It ended analog service on June 12, 2009, retaining virtual channel 39 while using physical digital channel 38. The transmitter remained on Viking Mountain until November 2011, when it was moved to Holston Mountain. The new site improved reception in the Tri-Cities and southwestern Virginia, although some areas near Knoxville lost service. As part of the national spectrum-repacking program following the 2016 wireless auction, WEMT moved its digital signal to physical channel 28 on April 12, 2019. In August 2025, Sinclair filed to acquire WEMT directly from Cunningham after a federal appeals-court decision removed a barrier affecting ownership of multiple highly rated stations in a market. The transaction was reported as completed on March 1. Meanwhile, the station's network identity changed. Fox programming moved to WCYB's third digital subchannel on December 8, 2025. WEMT continued to carry Fox from its own transmitter during a temporary simulcast period, ending January 12, 2026. It then began broadcasting Roar, a Sinclair-owned digital multicast network. WEMT remains an active station licensed to Greeneville, with studios shared with WCYB in Bristol and transmission facilities on Holston Mountain.
- 2026
WEMT adopts Roar programming
[1]Following the relocation of Fox programming to WCYB-DT3, WEMT switched to the Sinclair-owned Roar digital network.
- 2025
Sinclair files for direct acquisition
[1]Sinclair filed to acquire WEMT's license directly from Cunningham after a court decision affecting television ownership limits.
- 2019
Digital signal moves to channel 28
[1]WEMT changed its physical digital channel from 38 to 28 under the national spectrum-repacking plan.
- 2017
Bonten transaction preserves Sinclair operating relationship
[1]Sinclair's acquisition of Bonten's television properties was accompanied by a transfer of WEMT's license to Cunningham Broadcasting.
- 2011
Transmitter moves to Holston Mountain
[1]The transmission site moved from Viking Mountain to Holston Mountain to improve regional coverage.
- 2009
Analog transmission ends
[1]WEMT shut down its analog signal as part of the national digital television transition.
- 1998
Sinclair begins operating WEMT
[1]Following its acquisition of Max Media's television stations, Sinclair operated WEMT under a local marketing agreement.
- 1993
Operations move to Johnson City
[1]WEMT moved its full operation from Greeneville to a new facility in Johnson City.
- 1989
Call sign changes to WEMT
[1]MT Communications took control after an auction and changed the station's call sign from WETO to WEMT.
- 1986
Fox affiliation begins
[1]WETO joined Fox during the network's launch period.
Products and positioning
Regional broadcast television station serving the Tri-Cities market, historically positioned as a Fox affiliate and later as a Sinclair-operated digital multicast outlet.
Television broadcasting · 1985
Local broadcast television service
WEMT provides over-the-air television service from its Greeneville license, using virtual channel 39 and a transmitter on Holston Mountain. Its coverage is oriented toward the Tri-Cities region of northeastern Tennessee and southwestern Virginia. The station's digital signal is carried on physical channel 28 following the 2019 spectrum-repacking transition.
Network affiliation · 1986
Fox network programming
Fox was WEMT's principal network affiliation from 1986 until the affiliation was moved to WCYB's third digital subchannel in December 2025. WEMT temporarily continued to simulcast Fox programming from its own transmitter before ending that arrangement in January 2026.
Local news · 2006
Local 10 p.m. newscast
After WCYB assumed most of WEMT's operations in 2006, the Bristol station produced a local 10 p.m. newscast for WEMT. This offering connected WEMT's Fox-era schedule with WCYB's newsroom and facilities.
Digital multicast network · 2026
Roar
Roar is a Sinclair-owned digital multicast network that became WEMT's principal programming service after the Fox affiliation moved to WCYB-DT3. WEMT began carrying Roar after the temporary Fox simulcast ended on January 12, 2026.
Brand decisions
2026
Launch Roar programming on WEMTProduct launchBackground
After Fox moved to WCYB-DT3, WEMT required a new principal programming service.
Action taken
WEMT began carrying Roar, a Sinclair-owned digital multicast network, after the Fox transition simulcast ended.
Aftermath
The station continued operating as an active broadcast outlet under a digital-network format rather than as the market's primary Fox affiliate.
2025
Sinclair files to acquire WEMT directlyM&ABackground
A federal appeals-court decision removed a limitation affecting ownership of two of the four highest-rated television stations in a market.
Action taken
Sinclair filed to acquire WEMT outright from Cunningham Broadcasting.
Aftermath
The transaction was reported as completed on March 1, strengthening Sinclair's direct ownership position over the station.
2025
Move Fox programming to WCYB-DT3StrategyBackground
Sinclair reorganized the distribution of Fox programming within the Tri-Cities market.
Action taken
Fox programming moved to WCYB's third digital subchannel on December 8, with WEMT temporarily continuing a simulcast.
Aftermath
The Fox simulcast ended on January 12, 2026, and WEMT transitioned to Roar programming.
2019
Change physical digital channelGeneration changeBackground
The Federal Communications Commission's spectrum-repacking program required many full-power stations to change transmission frequencies after the wireless spectrum auction.
Action taken
WEMT moved its physical digital signal from channel 38 to channel 28 while retaining virtual channel 39.
Aftermath
The station continued digital operation under its established virtual channel identity.
2011
Move the transmitter to Holston MountainStrategyBackground
The station sought to improve service in the Tri-Cities and southwestern Virginia, where terrain affects broadcast coverage.
Action taken
WEMT moved its transmitter from Viking Mountain to Holston Mountain.
Aftermath
Coverage improved in the Tri-Cities and southwestern Virginia, while some areas around Knoxville were removed from the service area.
2006
Separate the license from the operating assetsStrategyBackground
Ownership restrictions and the relationship between WEMT and WCYB led to a transaction separating WEMT's broadcast license from its non-license assets.
Action taken
Aurora Broadcasting acquired the license, while BlueStone Television acquired the non-license assets and assumed most station operations.
Aftermath
WEMT became closely integrated with WCYB, including the production of a local 10 p.m. newscast for WEMT.
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