WBIR expands its weekend morning news by an hour.

WBIR-TV 10 / Knoxville (“Channel 10”)

FIRST ON THE BLOG: WBIR has been #1 for a long time now in Knoxville and has now decided to expand, just to keep it that way.

The station that is Straight from the Heart of East Tennessee has now deliver an extra hour of weekend morning news. Since January 3rd of this year (this past weekend as of this post), WBIR 10 has aired 10 News Weekend, starting at 6:00 a.m. Previously, the newscast was starting at 8:00 a.m. on Saturdays and at 7:00 a.m. on Sundays. With the expansion, the weekend morning newscast is now on from 6:00-7:00 and 8:00-9:00 a.m. on Saturdays + 6:00-8:00 and 9:00-9:30 a.m. on Sundays. WBIR 10’s current weekend morning news team will anchor the expanded broadcast.

Jeff Lee, WBIR 10’s General Manager, says the change was made with viewers in mind:

“The decision to expand our weekend coverage is a reflection of our commitment to viewers and their evolving needs. We try to be mindful of changing viewing habits and continually strive to deliver the most local content, whenever and wherever most convenient for our viewers.”

WBIR 10’s News Director, Christy Moreno:

“The expansion is a reflection of our continued efforts to best serve our collective audience, on-air and online. The additional two hours of programming will expand our local coverage opportunities. The change allows us to better prepare our viewers with the most current weather and traffic conditions, as well as share more of the viewer stories that inspire us and our community every day.”

P. Allen Smith Gardens and House Smarts moves from Saturdays at 6:00 and 6:30 a.m. respectively to 5:00 and 5:30 a.m. Power of the Word moves from Sundays at 6:30 to 5:30 a.m.

With this expansion, WBIR 10 now competes with WATE 6 (which expanded to 6:00 a.m. in Fall 2014) for weekend morning news at 6:00 a.m. in the market. It also competes with WVLT 8 for 6:00 a.m. morning news on Saturdays. WVLT 8 doesn’t air a Sunday morning newscast.

This is the second of the 3 morning expansions in the market in the past several months, with the third coming next week January 12th as WATE 6 will start to produce and air a 7:00-9:00 a.m. weekday morning newscast for WBXX 20 called CW 20’s Good Day Tennessee, in which will become the second option for weekday morning news after 7:00 a.m. in Knoxville.

This market is booming, isn’t it? And WBIR 10 is leading the way… Straight from the Heart of East Tennessee.