In the ever-evolving world of radio broadcasting, the story of 970 WATH and its recent format changes is a fascinating one. This station, located in Athens, Ohio, has undergone a remarkable transformation in a relatively short period. From classic hits to adult contemporary, and now to oldies, WATH's journey is a testament to the dynamic nature of the radio industry and the power of community-oriented programming.
The Evolution of WATH
The first notable shift occurred in October 2023 when WATH moved away from its classic hits format to embrace an adult contemporary sound under the moniker "Mix 97.3." This change, while significant, was just the beginning of a more dramatic transformation.
In January 2025, the station took an even bolder step by transitioning to a sports-focused format, "The Game." This move positioned WATH as a hub for local and regional sports enthusiasts, offering coverage of Athens High School, Cincinnati Reds, Cincinnati Bengals, and Ohio State University sports. However, the sports format was short-lived, and the station has now pivoted once again.
The Return to Roots
On July 10, 2025, WATH embarked on a new chapter, flipping to an oldies format. This decision, driven by Total Media Central Region Director of Programming JJ Hale, was motivated by a desire to reconnect with the station's heritage and the community it serves. Hale's personal connection to WATH's history played a pivotal role in this strategic move.
What makes this particularly fascinating is the recognition of the importance of local heritage in an increasingly globalized media landscape. By restoring the oldies sound, WATH aims to evoke a sense of nostalgia and community, appealing to a wide range of listeners who value the station's rich history.
The Power of Community-Centric Programming
In my opinion, WATH's journey highlights the enduring appeal of community-centric programming. While sports coverage can unite a region, the decision to return to an oldies format suggests a deeper understanding of the station's role in the lives of its listeners. Oldies music often serves as a connective tissue, bringing people together across generations and creating a sense of shared experience.
This shift also raises a deeper question about the role of radio in the digital age. In an era dominated by streaming services and personalized playlists, the success of a community-oriented, heritage-focused radio station like WATH is a testament to the enduring power of local, shared experiences.
A Broader Perspective
From my perspective, WATH's story is a microcosm of the broader trends in media. The constant evolution of formats and the search for the right balance between commercial viability and community engagement is a challenge faced by media outlets worldwide. The success of WATH's oldies format suggests that, despite the proliferation of digital media, there is still a place for local, community-centric programming that connects with listeners on a deeper level.
As we reflect on WATH's journey, it's clear that the station's willingness to adapt and reconnect with its roots has paid dividends. This story serves as a reminder that, in the ever-changing media landscape, a strong connection to community and a willingness to innovate can be a powerful combination.
