WSRV-FM

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WSRV

City of license	Gainesville, Georgia
Broadcast area	Atlanta, Georgia
Branding	"97.1 The River"
Slogan	Atlanta's Classic Hits Station
Frequency	97.1 (MHz)
Format	Classic Hits
ERP	98,000 watts
Class	C
Callsign meaning	W S RiVer
Owner	Cox Radio
Website	971theriver.com

WSRV "97.1 The River" is a Classic Hits formatted radio station that plays hit music from the 60s, 70s, and 80s. Its city of license is Gainesville, Georgia in Hall County, although as one of metro Atlanta's first move-ins, it now transmits from the southern tip of the county, just across the line from Braselton. Its service area covers almost all of northeast Georgia, from just southwest of Atlanta, all they way to a sliver of The Upstate in South Carolina. This includes Atlanta, Athens, Cartersville, and Toccoa, as well as Rome, Dalton, Anderson, and Peachtree City in the weaker portions of the signal. Depending on conditions, no other stations on 97.1 and using a rooftop antenna, the station can be clearly heard as far away as Knoxville, Tennessee.

[edit] History

The station took the WFOX calls in the late 1970's. It was a top 40 station targeting Gainesville until 1985, when it moved into the Atlanta market and switched to AC. From 1989 to early 2003, the station was oldies "Fox 97". In 2000, Cox Radio acquired the station from AMFM, in order to complete the merger between AMFM and Clear Channel. Then in February 2003, the station switched formats to R&B "97.1 Jamz". The station ran with no jocks as a supplement for another Cox Radio property Kiss 104.1, which played older-skewing R&B while Jamz was a mix of older R&B/hip-hop and current songs targeting primarily 25 to 39 year olds. The station's main competitor was WVEE, V-103, with whom it competed with for the coveted 18 to 34 demo.

On January 1, 2006, the station surrendered its format and has become 97.1 The River. A Classic Hits formatted station targeting 25-54. The playlist is currently a mixture of the type of music heard on local competitors WKLS (96.1; 96 Rock) and WZGC (92.9; Dave FM), as well as Cox's own WSB-FM B98.5. On, April 17, 2006, the WFOX call sign was changed to WSRV. The WFOX calls moved to another Cox Radio station, 95.9 the Fox (formerly WEFX), in Norwalk, CT.

After only one quarterly book on the air, the station had already skyrocketed to the 4th most listened to station in Atlanta (behind WPZE, WSB-AM, and WVEE), quadrupling its audience. This pleased those who thought the station's massive signal was wasted for all those years.

This FM radio station is currently broadcasting digital radio using the HD Radio system from iBiquity, and is simulcasting sister station WSB-AM on its HD-2 setting.

[edit] External link

• Query the FCC's FM station database for WSRV
• 97.1 The River

Atlanta metro area FM radio stations (Arbitron #9) WJSP 88.1 | WRAS 88.5 | WBCX 89.1 | WRFG 89.3 | WABE 90.1 | WUWG 90.7 | WREK 91.1 | WWEV 91.5 | WCLK 91.9 | WZGC 92.9 | WVFJ 93.3 | WSTR 94.1 | WLTM 94.9 | WBTS 95.5 | WKLS 96.1 | WVWA 96.7 | WSRV 97.1 | WPZE 97.5 | WGPB 97.7 | WSB 98.5 | WNNX 99.7 | WNSY 100.1 | WWWQ 100.5 | WKHX 101.5 | WAZX 101.9 | WLKQ 102.3 | WAMJ 102.5 | WCKS 102.7 | WMJE 102.9 | WVEE 103.3 | WPUP 103.7 | WALR 104.1 | WFSH 104.7 | WBZY 105.3 | WWVA 105.7 | WNGC 106.1 | WHLE 106.3 | WYAY 106.7 | WTSH 107.1 | WJZZ 107.5 | WHTA 107.9 | WPCG 107.9 See also: Atlanta (FM) (AM) Georgia Radio Markets Atlanta (FM) (AM) | Augusta | Macon | Savannah (FM) (AM) | Columbus | Valdosta | Albany | Brunswick See also: List of radio stations in Georgia and List of United States radio markets