WKRP call letters return as Tri-State station launches retro playlist

CINCINNATI (WKRC) – More than 40 years after the fictional WKRP made “Livin’ on the Air in Cincinnati” a pop-culture catchphrase, the call letters are becoming a reality on the Tri-State radio dial.

Radio station owners Randy Michaels and Jeff Ziesmann acquired the WKRP call letters and are rolling out the branding across three FM signals: 106.7 in Northern Kentucky, 94.5 in Dayton and 97.7 in the Cincinnati area.

More than 40 years after the fictional WKRP made “Livin’ on the Air in Cincinnati” a pop-culture catchphrase, the call letters are becoming a reality on the Tri-State radio dial. (WKRC, Provided)

The move comes as radio stations compete for listeners who can easily switch stations or turn to streaming options. Ziesmann said he was surprised no one in Cincinnati had made the WKRP call letters happen sooner.

“You know, I’ve been in radio for 53 years and I have spent all but a couple of years of my career in this market here in Cincinnati. I’m from here. I was born and raised on the West Side of town and so on and I was always stunned that no one did this before,” Ziesmann said. “And I recall it being discussed, you know, among people who were in radio, but for some reason it never happened.”

The three stations had already been positioned for a retro audience. The 97.7 frequency was once known as “The Future of Rock and Roll,” but more recently, as The Oasis, it was playing oldies. Ziesmann said that programming was aimed at listeners over 45, “who were the folks most likely to remember the TV show.”

The WKRP call letters were previously used by a nonprofit, low-power station in North Carolina that was trying to raise funds by selling its FM call letters. The station was planning an auction, but first emailed Ziesmann and Michaels directly. The stations now coexist under the WKRP name, but Ziesmann said only one has an original cast member doing promotional spots.

While nostalgia is a key part of the rebrand, Ziesmann said the station is not trying to recreate the sitcom’s on-air characters.

“What we have tried to do is create a radio station for 2026. That is current. That is of the highest possible quality that reflects the attitude that the television show reflected without necessarily being a carbon copy,” Ziesmann said.

Asked about Thanksgiving-themed promotions, Ziesmann said a turkey drop is not planned, but the station is working on something in the spirit of the tribute and would prefer competitors not hear about it first.

The call letters will officially change on Friday, but the new WKRP branding can already be heard on all three stations.