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The Roanoke-Lynchburg DMA stitches together Blue Ridge mountain towns, rail and logistics hubs, and higher education anchors like Virginia Tech, Liberty University, and Radford University. Viewers depend on local media for Appalachian resiliency coverage, rail safety updates, and biotech expansion across the New River and Shenandoah valleys. Streaming adoption climbs among young professionals in Downtown Roanoke and Blacksburg, yet over-the-air broadcasting remains vital for rural hollows, farmsteads, and Blue Ridge Parkway communities facing variable broadband access.
Graham Media Group owns WSLS 10 (NBC) and operates 10 News Now digital products, while Gray Television controls CBS station WDBJ7 and sister MyNetworkTV affiliate WZBJ24. E.W. Scripps runs ABC 13 WSET, and Nexstar manages FOX station WFXR alongside CW Virginia. Blue Ridge PBS (WBRA) delivers public broadcasting across western Virginia, and Spanish-language station Telemundo Roanoke-WDBJ7.3 expands regional access for Latino communities.
The Federal Communications Commission coordinates mountainous spectrum management to maintain Emergency Alert System reliability during ice storms and flood events. Virginia’s Department of Emergency Management and the Appalachian Regional Commission collaborate with broadcasters on rural communications drills, ensuring translators and microwave links remain operational for counties stretching from Bedford to Wythe. Regional press associations and the Virginia Association of Broadcasters advocate for NextGen TV rollouts, newsroom internships, and funding that supports Appalachian broadband deployment.
WDBJ7’s 7@four and Mornin’ programs stream on VUit, Roku, and smart TVs, while WSLS leverages 10 News Now apps for push alerts, drone footage, and weather explainers. WSET invests in data journalism covering education funding and public health, and FOX 21/27 Digital Desk produces esports, tech, and outdoor adventure segments for YouTube and TikTok audiences. Blue Ridge PBS expands its ECHO community learning network with hybrid classrooms and workforce training livestreams.
Mid-Atlantic Broadband, Lumos Fiber, and Shentel expand gigabit connectivity through Blacksburg, Christiansburg, and Lynchburg suburbs, while the Virginia Telecommunication Initiative supports fiber-to-the-home projects in Floyd, Franklin, and Botetourt counties. Appalachian Power deploys smart grid infrastructure that feeds outage dashboards to newsrooms, and Go Smart Appalachia pilots long-range Wi-Fi along I-81 and U.S. 460 corridors, improving real-time traffic updates.
Blacksburg and Roanoke innovation corridors stream OTT newscasts covering biotech, transportation technology, and Virginia Tech research. Students and faculty listen to WVTF podcasts and watch WSLS explainers on rail safety and energy transition. Connected TV usage grows as households mix YouTube TV and Hulu + Live TV to follow local news and ACC sports while commuting along Smart Way bus routes.
Digital creators from the Roanoke Innovation Corridor, GO Virginia initiatives, and Research Triangle connectors use TikTok and LinkedIn to share entrepreneurial success stories, driving cross-platform engagement. University communities rely on bilingual push alerts and SMS systems from WDBJ7, WFXR, and local emergency management for campus closures, weather advisories, and public safety messaging.
Rural households in Franklin, Floyd, and Bedford counties combine OTA antennas with streaming replays to maintain access during winter storms and power outages. Farmers and forestry workers tune to Star Country, WFIR, and Radio IQ for agricultural markets, wildfire prevention, and broadband grant updates.
Outdoor recreation drives weekend viewership as families follow Blue Ridge Parkway alerts, Appalachian Trail conditions, and Smith Mountain Lake tourism segments via FOX 21/27, Blue Ridge PBS, and YouTube travel channels. Podcast downloads spike for Cardinal News’ Inside the 27407, Visit Virginia’s Blue Ridge adventures, and WSET’s True Crime in the Commonwealth.
| Indicator | Latest Figure | Source |
|---|---|---|
| DMA population | approximately 620,000 residents (2023) | U.S. Census Bureau |
| Television households | about 284,000 TV homes, rank 69 (2024-2025) | Nielsen DMA Rankings |
| Median household income | roughly $63,500 across the Roanoke MSA (2022) | U.S. Census Bureau ACS |
| Broadband availability | 88% of households with 100 Mbps access | Virginia Telecommunication Initiative |
| Virginia Tech research expenditures | $646 million in FY2023 | Virginia Tech Office of Research |
| Blue Ridge Parkway visitation | over 16 million visits (2023) | National Park Service |
| Liberty University enrollment | around 135,000 students (residential and online, 2023) | Liberty University |
The 2024 Cardinal News/Virginia Center for Rural Health survey shows 60% of Roanoke-Lynchburg respondents trust local TV and public radio for healthcare and infrastructure reporting, exceeding statewide averages. Stations publish data transparency notes on rail incidents, flood modeling, and opioid response coverage, reinforcing accountability and partnerships with Appalachian nonprofits.
Community listening sessions hosted by Blue Ridge PBS, Cardinal News, and the Roanoke Higher Education Center gather feedback on broadband, manufacturing, and rural healthcare topics. Findings drive collaborative reporting projects and multilingual explainers distributed across social media, newsletters, and community radio.
Local sports coverage highlights Virginia Tech football, Liberty Flames basketball, Salem Red Sox, and high school championships, blending linear broadcasts with ESPN+, ACC Network, and NFHS Network streams. Outdoor lifestyle programming—hiking, cycling, fishing, and Blue Ridge festivals—performs strongly on VUit, Roku, and YouTube channels.
Audio streaming growth centers on Radio IQ podcasts, the Roanoke Times’ Hometown Stories, and WSET’s investigative series. Younger audiences follow Appalachian content creators on TikTok and Instagram documenting rail history, mural trails, coffee shops, and small business incubators, while churches and civic organizations livestream services to reach dispersed mountain communities.
