Hard Rock Virginia Casino Opens First TV Network Affiliate, PBS Appalachia

The television and casino industries are joining forces for an unprecedented project.

PBS Applacahia Virginia opened the country’s first television network affiliate inside a casino at the Hard Rock Hotel & Casino Bristol in Southwest Virginia on Monday. The new 4,000-square-foot facility is on the lower level of the casino.

The station is already live on air.

Breaking ground

Visitors and guests at the casino-resort can watch live video recordings and studio productions during their journey through the Hard Rock campus. Speakers outside the studio allow them to listen in.

“This is truly a milestone moment for Southwest Virginia — proving that bold, forward-thinking ideas can take root even in traditionally under-resourced areas. This studio brings new opportunities for regional storytelling, education and economic growth,” said Julie Newman, chief operating officer and general manager of PBS Appalachia, in a news release.

PBS Appalachia Virginia is part of Blue Ridge PBS and is a public television station without call signs, which are identifiers given by the Federal Communications Commission to radio and television stations.

The station, which uses cable and streaming instead of traditional airwaves, was made specifically for its viewing audience in Southwest Virginia near the Tennessee border since the region’s mountainous geography prevents the signal from transmitting well.

The station is part of Blue Ridge PBS in Roanoke. It reaches out to the Roanoke Valley and New River Valley and beyond.

A ribbon-cutting ceremony was held on Monday at 4:00 p.m. to commemorate the groundbreaking development.

“Having something like this here is amazing,” Beth Rhinehart, executive director of the Bristol Chamber of Commerce, said before the ribbon cutting. “Thank you for choosing Bristol.”

Local success and growth

The studio is separated from the outside world by a 46-foot smart-tint glass viewing window. Inside is a 26-foot LED wall with a virtual background, an interview set with four microphones, and a six-person podcast studio.

The entire facility has an infrastructural advantage since it is in a high-traffic area, making it an attractive host for future programs and events.

PBS Appalachia, which only launched in June 2023, already won more than two dozen regional and national awards, including 12 Emmy Awards.

"We could potentially be the most visited and visible PBS station in the country,” stated Will Anderson, president and CEO of Blue Ridge Public Television Inc.

The Hard Rock in Bristol only opened in November. It can host more than 2,000 people and boasts 1,500 slot machines, 50 table games, a sportsbook, and an attached hotel with more than 300 rooms.

The casino generated more than $19.7 million in gaming revenue in February, a 6.5 percent increase on the $18.5 million total produced in January, per a revenue report.