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 programming and reverted to an oldies format, marking its third format shift in just a few years.
The Evolution of WATH's Identity
WATH's journey has been an intriguing one. From its initial transition to an AC format, known as "Mix 97.3," in 2023, the station aimed to appeal to a broader audience. However, this shift was short-lived, as it quickly transformed into a sports-focused station, "The Game," in early 2025. Now, with the latest change, WATH has come full circle, returning to its roots with an oldies format.
A Nostalgic Revival
The decision to bring back the oldies sound is not just a nostalgic nod to the station's heritage. It's a strategic move to reconnect with the community and tap into a loyal listener base. JJ Hale, the Central Region Director of Programming at Total Media Group, expressed a personal connection to this format change, having grown up listening to WATH. Hale's hope to restore the station's heritage feel and its importance to the community is a testament to the power of local radio and its ability to evoke a sense of nostalgia and familiarity.
The Impact of Format Changes
What makes this format change particularly fascinating is the rapid pace at which it has occurred. In just a few years, WATH has experimented with different identities, catering to various listener preferences. This raises a deeper question about the nature of radio programming and its ability to adapt to changing audience demands. It also highlights the challenges stations face in finding a stable and successful format.
A Community-Centric Approach
One thing that immediately stands out is the station's commitment to serving the Athens community. Despite the format changes, WATH has consistently maintained its role as the home for local sports, including Athens High School, as well as Cincinnati Reds, Cincinnati Bengals, and Ohio State University sports. This dedication to local sports coverage showcases the station's understanding of its audience and its desire to cater to their interests, regardless of the format.
The Future of WATH
As WATH embarks on its new oldies journey, it will be interesting to see how the station evolves and adapts to listener feedback. The success of this format change will depend on the station's ability to create a unique and engaging oldies experience, one that resonates with both long-time listeners and new audiences. With the right programming and community engagement, WATH could solidify its place as a beloved heritage station once again.
In my opinion, this format change is a bold move that showcases the station's willingness to experiment and reconnect with its roots. It's a reminder that, in the world of radio, sometimes the past can offer a fresh and exciting future.
