The radio waves of Athens, Ohio, have undergone a musical metamorphosis, as 970 WATH, once a beacon of sports, has now flipped to the timeless sounds of Oldies. This sudden shift in programming marks the station's third format change in just three years, a whirlwind of transformation that began with a Classic Hits makeover in October 2023, followed by an AC twist as 'Mix 97.3', and then a sports-centric evolution as 'The Game' in January 2025. Despite this rapid evolution, the station remains committed to its local roots, continuing to broadcast the sounds of Athens High School, the Cincinnati Reds, the Bengals, and the mighty Ohio State University.
The new Oldies format, which launched on Friday, July 10 at 3 p.m., is a nod to the station's rich history, utilizing the 'Gold' network programming from Seaboard Networks. This move is particularly poignant for JJ Hale, the Total Media Central Region Director of Programming, who shared a personal connection to the station's past. He reminisces about growing up with 970 WATH, a station that has undergone numerous format changes over the years. Hale's vision was to restore the heritage feel that made WATH an integral part of the community, and he believes that the Oldies format, with its timeless appeal, is the perfect fit to achieve this.
The process, from the initial conversation to the launch day, was a collaborative effort, with Hale praising the guidance and support provided by Steve, the station's programming partner. This partnership exemplifies the power of community-centric programming, where the station's history and local significance are at the forefront. The Oldies format, with its ability to evoke nostalgia and connect with a wide audience, is a strategic move that could potentially reignite the station's popularity and engagement in the region.
However, the question remains: Will the station's new identity resonate with the same fervor as its previous formats? The challenge for WATH is to maintain its local relevance while appealing to a broader audience with the timeless appeal of Oldies. This delicate balance will be crucial in determining the station's future success and its ability to leave a lasting impression on the hearts and minds of its listeners.
