WSRV

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WSRV
City of license	Gainesville, Georgia
Broadcast area	Atlanta metropolitan area
Branding	"97.1 The River"
Slogan	Atlanta's Classic Hits Station
Frequency	97.1 (MHz) (Also on HD Radio) 97.1 HD-2 for News-Talk 750 WSB
Format	Classic Hits
ERP	98,000 watts
HAAT	483 meters
Class	C
Facility ID	59970
Callsign meaning	W S RiVer
Former callsigns	WFOX
Owner	Cox Radio
Sister stations	WALR, WBTS, WSB, WSB-FM part of Cox cluster with WSB-TV and The Atlanta Journal-Constitution
Webcast	Listen Live
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 Hall 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, Roswell, and Toccoa. Weaker portions of the signal include Rome, Dalton, Peachtree City, and Anderson, SC. Depending on conditions, with no other stations located on 97.1 FM, and with a good antenna, the station can be clearly heard as far away as Knoxville, TN and at times, Greenville & Spartanburg, SC.

The station has volunteered to downgrade to a class C0 signal in exchange for moving its transmitter closer to the Atlanta metro.

[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 competitors were WVEE, V-103, and WHTA-FM, Hot 107.9, with whom it competed with for the coveted 18 to 34 demo, which by the way are also the same demos that WFOX's Rhythmic Contemporary sister station WBTS targeted.

On January 1, 2006, the station surrendered its format and has become 97.1 The River, a Classic Hits formatted station targeting people aged 25-54. The playlist is currently a mixture of the type of music heard on former classic rock stations WKLS (96.1; 96 Rock) and WZGC (92.9; Z93), as well as Cox Radio's own WSB-FM (98.5; B98.5 FM). 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. The "River" branding is a local reference to the Chattahoochee River.

On June 19, 2006, Lexie Kaye became the first on-air personality doing mornings weekdays from 5am-8:30am. Other personalities include program director Chris Miller, middays from 10am-3pm, and Jordan Graye (from sister station WSB-FM, who uses the stage name Kate McCarthy) does afternoons from 3pm-7pm. These personalities are on the air on weekdays.

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

[edit] Past Logos

Fox 97.1 FM (2001 - 2003)

[edit] External links

• 97.1 The River
• Query the FCC's FM station database for WSRV
• Radio Locator information on WSRV
• Query Arbitron's FM station database for WSRV

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