I'm inclined to agree with you here. My first thought is that you need more transmitters in mountainous terrain, and indeed UNC-TV now has three full-power stations, plus umpteen translators in the NC mountains.
However, the new station STILL leaves the southwestern tip of the state without OTA coverage by UNC-TV. While the network covers just about everything else in the state, including Manteo, its full-power station coverage falls somewhere short of Murphy.
Where the new station DOES reach is important. Knoxville, Tennessee really needs to get a stable picture of UNC-TV, not to mention Greenville, South Carolina. Those places have people...and $$$.
Later . . . .