SWAC, Triple B Media, Gray Media Expand Sports Broadcasting to Over-the-Air TV
Southwestern Athletic Conference simulcasts dozens of events free through broadcast distribution partnership alongside SWAC TV FAST channel.
The Southwestern Athletic Conference, Triple B Media, and Gray Media announced a collaboration to simulcast dozens of SWAC athletic events free over-the-air, expanding distribution beyond a recently launched SWAC TV FAST channel.
Under the arrangement, fans gain access to content from SWAC's 12 member institutions and 18 conference-sponsored sports through traditional broadcast television alongside the FAST streaming service. Gray Media holds a minority interest in Triple B Media, positioning the media company as both investor and distribution partner.
The dual-distribution strategy reflects shifting viewer habits and the conference's effort to maximize audience reach. Over-the-air broadcast remains a primary discovery mechanism for regional sports audiences, particularly in markets where SWAC schools draw institutional support and alumni viewership. The FAST channel—a free, ad-supported streaming platform—complements terrestrial coverage by capturing cord-cutting audiences and enabling on-demand access.
Triple B Media, which operates as the content and distribution platform for the arrangement, handles simulcast production and coordination across broadcast and streaming channels. The company has positioned itself as a specialist in conference-level sports rights management, handling technical distribution, commercial inventory, and audience measurement across multiple platforms.
SWAC membership includes Texas Southern University, Grambling State University, Jackson State University, Southern University and A&M College, Alabama A&M University, Alabama State University, Bethune-Cookman University, Florida A&M University, Howard University, Morgan State University, North Carolina A&T State University, and Prairie View A&M University.
The partnership signals confidence in terrestrial television's continued viability for conference sports, even as digital platforms absorb increased viewership share. Regional conferences have increasingly pursued multi-platform distribution to capture fragmented audiences and negotiate higher aggregate licensing fees from distributors and platforms.