The radio dial in Athens, Ohio, has been a fickle thing, with stations flipping formats faster than a flip-flop on a hot summer day. But one thing is for sure: 97.3 W247DR, formerly known as 970 WATH, has had quite the journey. From classic hits to AC to sports, and now, oldies, the station has been on a wild ride. But what does this flip to oldies really mean for the community? And what does it say about the state of radio in the 21st century? Let's take a closer look.
A Station's Journey
First, let's backtrack. 970 WATH has had a long and storied history in Athens. It was once a classic hits station, playing the hits of the 80s, 90s, and early 2000s. But in October 2023, it flipped to AC, or 'Adult Contemporary', playing a mix of pop, rock, and R&B hits. Then, in January 2025, it became a sports station, 'The Game', covering local and national sports events. So, what's the deal with the flip to oldies? Personally, I think it's a strategic move by Total Media Group to tap into a different segment of the market. In my opinion, the oldies format has a certain nostalgia factor that can attract a loyal audience. It's a format that can appeal to a wide range of listeners, from baby boomers to Gen Xers.
The Power of Nostalgia
What makes this particularly fascinating is the power of nostalgia. The oldies format can evoke a sense of nostalgia in listeners, taking them back to a simpler time. It can be a comforting and familiar sound, especially for those who grew up in the era of the songs being played. In my experience, I've seen this play out in my own community. I've noticed that when my parents listen to oldies radio, they often reminisce about their youth and the music that defined their generation. It's a powerful emotional connection that can be hard to replicate with other formats.
The Future of Radio
But what does this flip to oldies mean for the future of radio? Well, it raises a deeper question about the state of the industry. In my opinion, the radio landscape is constantly evolving, with new technologies and platforms vying for listeners' attention. The flip to oldies could be a strategic move to stay relevant and compete with other media outlets. It's a format that has a certain timeless quality, and it can be a safe bet for radio stations looking to attract a loyal audience. However, it also raises the question of whether radio can keep up with the fast-paced, ever-changing media landscape.
The Community Connection
One thing that immediately stands out is the community connection. 970 WATH has always been a station that serves the community, and the flip to oldies is no different. The station will continue to serve as the home of Athens High School, Cincinnati Reds, Cincinnati Bengals, and Ohio State University sports, providing local listeners with a sense of pride and connection. In my view, this is a testament to the power of community radio. It's a station that understands the needs and wants of its listeners, and it's willing to adapt and change to serve them.
The Takeaway
In conclusion, the flip to oldies by 97.3 W247DR is a strategic move that taps into the power of nostalgia and community connection. It's a format that has a certain timeless quality and can attract a loyal audience. However, it also raises questions about the future of radio and the industry's ability to adapt and change. From my perspective, it's a reminder that radio is not just about playing music, but about connecting with people and serving the community. So, as we tune in to the oldies, let's reflect on the journey of 97.3 W247DR and the power of radio to bring people together.
