The radio airwaves in Athens, Ohio, have witnessed a whirlwind of format changes in recent years, leaving listeners and industry insiders alike in a state of flux. The latest twist in this ongoing saga involves 970 WATH, which has undergone a dramatic transformation from sports to oldies, marking the third format change in just three years. This rapid evolution underscores the dynamic nature of the radio industry and the constant need for stations to adapt to changing listener preferences and market demands.
The station's journey began with a classic hits format, which was then replaced by an AC (Adult Contemporary) format known as 'Mix 97.3' in October 2023. This shift was followed by a move to a sports format in January 2025, positioning the station as the go-to source for local sports coverage, including Athens High School, Cincinnati Reds, Cincinnati Bengals, and Ohio State University games. However, the sports format didn't last long, and the station is now back to its roots with an oldies format, a move that has sparked curiosity and intrigue among listeners and industry observers alike.
The new oldies format, which launched on Friday, July 10 at 3 p.m., is a nod to the station's heritage and the community's love for the music of the past. The programming is provided by the 'Gold' network from Seaboard Networks, a strategic partnership that brings a wealth of experience and a deep understanding of the local market. Total Media Group's Central Region Director of Programming, JJ Hale, expressed his enthusiasm for the project, highlighting the personal significance of bringing back the oldies sound to a station that holds a special place in his heart.
Hale's statement, "This project was especially meaningful to me because I grew up listening to Athens’ heritage station, 970 WATH. Over the years, the station went through several format changes, and it was always my hope to bring back the oldies sound and restore the heritage feel that made WATH such an important part of the community," underscores the emotional connection that radio stations can foster with their listeners. The mention of Steve, who provided guidance and support throughout the process, further emphasizes the collaborative and personal nature of this transformation.
The rapid succession of format changes in the radio industry is a testament to the industry's dynamic nature and the constant need for stations to stay relevant. While the sports format may have been a short-lived experiment, the oldies format promises to tap into a rich musical heritage and a deep-seated community connection. The challenge for the station now is to maintain this new format and build a loyal audience, ensuring that the station's heritage and the community's love for the music of the past are preserved for years to come.
