The radio landscape in Athens, Ohio, has taken an unexpected turn with the recent format change at 970 WATH and its FM translator 97.3 W247DR. In a surprising move, the station has ditched its sports-centric programming, 'The Game,' to embrace a nostalgic journey back in time with an oldies format. This marks the third format shift in just a few years, highlighting the station's evolving identity and its quest to find the perfect fit for its audience.
A Journey Through Formats
The story of 970 WATH is one of transformation and adaptation. Initially, the station embraced a classic hits format, but in October 2023, it underwent its first metamorphosis, becoming 'Mix 97.3,' an adult contemporary station. This change, however, was short-lived, as the station quickly pivoted to sports programming in January 2025, becoming 'The Game.' Now, in a twist that has left many listeners curious, WATH has once again reinvented itself, this time embracing the golden oldies genre.
Restoring Heritage, Reviving Nostalgia
The decision to bring back the oldies format is not just a random choice. It's a strategic move aimed at reconnecting with the station's heritage and the community it serves. Total Media Central Region Director of Programming, JJ Hale, shares a personal connection to this transformation, having grown up listening to WATH's heritage sound. Hale's hope to restore the station's legacy and its deep-rooted community feel is a testament to the power of radio as a community-building tool.
The Power of Seaboard Networks
Behind every successful radio station is a strong network, and in this case, it's Seaboard Networks that has provided the programming backbone for WATH's new oldies format. Seaboard's 'Gold' network programming has been instrumental in helping WATH find its footing in this new format, offering a ready-made solution that aligns with the station's vision.
A Station's Evolution
The rapid format changes at WATH might seem chaotic, but they reflect the station's commitment to staying relevant and responsive to its audience's needs and preferences. This adaptability is a hallmark of successful radio stations, and WATH's journey showcases the challenges and opportunities that come with finding the right format.
The Impact on Local Sports
While the station has bid farewell to its sports-centric programming, it's important to note that WATH will continue to be a vital part of the local sports scene. The station will maintain its role as the home for Athens High School, Cincinnati Reds, Cincinnati Bengals, and Ohio State University sports, ensuring that listeners can still tune in for their favorite teams' games and updates.
A Nostalgic Journey for Listeners
For listeners, the oldies format promises a trip down memory lane, evoking a sense of nostalgia and connecting them to the rich musical heritage of the past. It's a format that appeals to a wide range of ages, offering a familiar and comforting listening experience. As WATH embarks on this new chapter, it invites its listeners to join them on this nostalgic journey, celebrating the music that has stood the test of time.
Final Thoughts
The story of WATH's format changes is a fascinating one, highlighting the dynamic nature of the radio industry and the constant pursuit of finding the perfect formula. As we reflect on this transformation, it's clear that radio stations like WATH are not just about the music; they are a vital part of our communities, shaping our cultural landscape and connecting us to our shared heritage.
