WBIR-TV is an NBC-affiliated television station licensed to Knoxville, Tennessee. WBIR is owned and operated by TEGNA Inc., a ... n innovative media company that serves the greater good of its communities. 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. read more