Tennessee’s declaration that it will lower ticket prices and donations for premium seats is the confirmation of what everyone knew. Apathy is at an all-time high.

UT’s sports department made the announcement Wednesday, then hit the local airwaves for an explanation that no one really needed to hear. Whoever you blame, Tennessee’s football program is at an all-time low. That usually doesn’t mesh real well with generating support.

The proof began when UT offered a “buddy pass” for students earlier this year. That means 1 student can get 2 tickets. My generation had to wait in line for an hour to get tickets to the best games. Now, UT is asking for students to please bring a “buddy” if you’re a student. That might not be enough. How about a free hot dog? Now, get off my lawn.

The “buddy” pass was the first sign that new AD Danny White inherited a mess. Now, the business side of UT football has another tactic.  If you’re a donor, you’ll have a bit more cash in your pocket than you’re accustomed to after you pay for those season tickets.

I heard nothing but rave reviews about White when he was hired earlier this year. Those who know White and what Tennessee needed thought he was the perfect fit. His first hire didn’t go exactly as planned. If you believe that Josh Heupel was White’s first choice as UT’s head football coach, then I have a handful of “buddy” passes to give you. However, Heupel checked some boxes. He had head coaching experience, seemed like a good steward of the program and, well, Heupel was the best UT could get at the time. Credit White with having a working list that would at least land on someone who was competent. It wasn’t that long ago that UT’s head coaching job fell to a guy named Dooley who had a losing record in the WAC.

So let’s give White the benefit of the doubt. Let’s say that this latest financial move is a good one — and I truly believe it is. As everyone knows, attending a game is different now. You can’t expect a normal-sized man to squeeze into a less-than-normal-sized seat and enjoy it just because it’s unfolding in front of him. Televisions are too inexpensive and too good to ask anyone to do that for a subpar team.

Tennessee has addressed that as well. They’ve changed the seating configuration to make it more fan-friendly. They’ve even added more restrooms in recent years. After all, nobody was a big fan of the trough urinals.

There’s little debating that White did the correct thing by lowering prices and adding the “buddy” pass. He had to. It’s a simple case of supply and demand. Fans weren’t showing up and felt resentful for paying for high-dollar tickets when they were watching a subpar program.

White’s decision is actually not in his best interest. Businessmen are supposed to make more money. They’re not supposed to cut prices and donations, but White is thinking more long-term. That hasn’t been the case at Tennessee in over a decade. Imagine that. An athletic director is thinking about the effect he’ll have on an athletic department in 10 years, not just thinking about how he’ll survive for 10 months.

White has to cultivate an almost brand new fan base. The average teenager doesn’t spend his week thinking about going to or watching a Tennessee game with friends and family. There are too many other entertainment options to fight through all of the hurdles that come with attending a game. It’s easier to check the highlights afterward. If you have teenagers, do they care as much about the Vols as you did at that age? Probably not. White is trying to win over whoever he can, but young people who will attend games and donate for years are the main target.

Hopefully, the new changes will result in more fans at Neyland Stadium and a home environment that can at least approach what was once one of the toughest places to play in college football. More importantly, it could show recruits just what Tennessee actually was — before they were born.

Empty seats show apathy. That can be an instantaneous turn-off for prime recruits.

The sobering aspect of this move by Tennessee is that lowering prices and donations is a clear indication that UT isn’t going to be better anytime soon. If White thought Heupel would be competitive with other programs in the next year or two, he wouldn’t have lowered prices.

White is trying to appease fans as he rebuilds a program that is barely a shadow of its former self. That comes with young fans and a home-field advantage that can help the Vols win more games and win over more recruits.

Public relations people will tell you that the recent announcement was an absolute win for the program, but that’s what PR people who work for the university are paid to say. It was a win, but it felt kind of empty.

The move was needed. It may actually help. However, it’s another reminder that Tennessee is nowhere close to being competitive in the SEC East anytime soon. Tennessee’s ticket price changes are proof.