It's a first for both television and the casino industry.
In a groundbreaking move for media innovation, PBS Appalachia Virginia marked a significant milestone by opening the nation’s first television network affiliate located inside the Hard Rock Hotel & Casino Bristol. It is now on the air.
The new state-of-the-art studio is located in Southwest Virginia, just north of the Tennessee state line, promising a wave of new opportunities for public television in the region.
The facility covers 4,000 square feet on the lower level of the casino's promenade. Casino visitors can watch video production happening in real time and listen through special speakers.
A New Era for Public Television
PBS Appalachia Virginia, part of Blue Ridge PBS, is a unique public TV station that operates entirely online without call letters. It serves Southwest Virginia, an area with limited public TV coverage due to its mountainous terrain. By using cable and streaming platforms instead of traditional over-the-air signals, it provides PBS content to this underserved region. Blue Ridge PBS in Roanoke is its parent station.
The station is part of the broader Blue Ridge PBS network, and covers a significant portion of Virginia, including the Greater Roanoke Valley and the New River Valley.
The transformation of the Hard Rock Bristol Casino space, which was previously occupied by an arcade and movie theater in the old Bristol Mall, marks a significant step forward in the station’s mission to serve Southwest Virginia.
Cutting-Edge Facilities at Hard Rock Bristol
The studio includes a 46-foot glass viewing window with Smart Tint technology. This feature allows visitors to watch video production live while listening through overhead directional speakers. The main studio also sports a 26-foot LED wall with virtual background capabilities.
Additional amenities include a secondary studio equipped with an interview set, chromakey screen, and photography backgrounds.
There’s also a dedicated six-person podcast studio available, making the location a hub of versatile media production.
During the ribbon-cutting ceremony, Julie Newman, COO and General Manager of PBS Appalachia, highlighted the studio's role in enhancing regional storytelling, education, and economic development.
“This is truly a milestone moment for Southwest Virginia — proving that bold, forward-thinking ideas can take root even in traditionally under-resourced areas,” Newman said in a statement.
Hard Rock Bristol Keeps Making Waves
Hard Rock Bristol Casino opened in November. It has nearly 1,500 slot machines, over 50 table games, a sportsbook, and a hotel with over 300 rooms. The Hard Rock Live venue can seat more than 2,000 people.
In February 2025, the Hard Rock Hotel & Casino Bristol generated over $19.7 million in gaming revenue, representing a 6.5% increase from January's $18.52 million.
Hard Rock Hotel & Casino contributed $1,184,982 to the Regional Improvement Commission (RIC). They donate 6% of their adjusted gross revenue to the RIC each month. This money supports 12 counties in Southwest Virginia and the cities of Bristol and Norton. Local governments must use RIC funds to improve transportation, education, or safety.
Casino Location To Provide Regional Impact and High Visibility
Positioned in a high-foot-traffic area, the studio could become one of the most visible PBS stations in the country. “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 strategic partnership with Hard Rock Bristol aligns with both organizations' goals of moving the region forward.
Despite not having a traditional broadcast transmitter, PBS Appalachia Virginia leverages its digital presence to serve the community effectively. The station is committed to preserving the cultural heritage of Southwest Virginia through high-quality content, reaching audiences across Virginia and in bordering states.
New Casino Studio Not a Roll of the Dice
Launched on June 10, 2023, PBS Appalachia has already achieved considerable acclaim, securing over two dozen regional and national awards, including 12 Emmy Awards.
As the station grows, it remains focused on delivering content that resonates with and enriches the communities it serves.
The opening of the PBS Appalachia Virginia studio inside the Hard Rock Bristol Casino is a testament to the region's capacity for innovation.
Anderson says that the television industry continues to shift to digital, with streaming platforms attracting new audiences. PBS Appalachia wants to lead the way with innovation. He says the station is proud to be the nation's first all-digital public media affiliate, showcasing that Southwest Virginia can be a leader in media innovation despite usually having limited resources.
