Jackson County Broadcasting’s Total Media will flip Classic Hits 970 WATH/97.3 W247DR Athens OH to AC “Mix 97.3” on Monday, October 30 at 6am.

The flip will match WATH’s branding with that of sister 96.7 WKOV-FM Oak Hill/Chillicothe. The company bought WATH/W247DR and 105.5 WXTQ Athens in December 2022 for $1.6 million. The company flipped WXTQ from Hot AC “Power 105.5” to Classic Rock “Pure Rock 105 XTQ” in May.

WATH’s new format will focus with music from the 1980s though now while continuing to feature its play-by-play of local high school sports, Cincinnati Reds, Cincinnati Bengals, and Ohio State University football and basketball as well as content from CBS News and Argi Broadcasting Network.

97.3 and 970 WATH, which has been serving the needs of Athens and surrounding counties since October of 1950, announces its rebranding to ‘MIX 97-3 FM AND 970 AM-WATH beginning Monday-October 30, 2023 at 6:00 AM.

Over the years, the station has been owned and operated by the Kovlan Family and then the Palmer Family. In November of 2022, WATH was purchased by Jackson County Broadcasting, Inc (dba ‘Total Media’) where it has joined with other radio stations located in Jackson, Oak Hill and Waverly to form a regional broadcasting force dedicated to serving the interests, needs and necessities of the communities they serve throughout Southeastern Ohio.

WATH and ‘Total Media’ will continue to be managed locally and employ people who live and work in the area.

In addition to legacy programming like Cincinnati Reds Baseball, Cincinnati Bengals Football, Ohio State University Football and Basketball and local High School Sports-the MIX 97-3 and 970 WATH will be driven by a ‘hyper’ focus on events happening in and around the community. We will provide timely news and weather announcements as well as entertaining and informative vignettes produced through CBS News and the Agri Broadcasting Network.

Musically, we will entertain our audiences with a blend of music primarily from the 80’s, 90’s and today.