Pure Oldies 96.9

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Pure Oldies 96.9 (W245BK) is a specialized FM broadcast translator station serving the Pioneer Valley region of western Massachusetts. Licensed to Amherst, Massachusetts, the station operates under the ownership of Saga Communications (as part of Saga Communications of New England, LLC) and shares studio operations with sister stations like WRSI and WHMP in Northampton. The station's programming is fed via the HD3 digital subchannel of WLZX-FM (99.3 MHz), delivering a continuous classic music format that caters directly to fans of nostalgic pop, rock, and vocal hits from eras past. The on-air catalog is meticulously curated to spotlight timeless music primarily from the 1950s and 1960s, offering listeners a golden-age soundtrack complete with iconic early rock and roll, doo-wop, Motown classics, and sunshine pop favorites. Originally launched in June 2018 when Saga Communications shifted the translator frequency from a talk simulcast to the oldies format, the station fills a vital niche for listeners across Hampshire County and surrounding western Massachusetts communities who appreciate vintage music styling. Broadcasting on 96.9 FM with a simulcast companion on 100.5 FM, Pure Oldies successfully marries traditional analog dial accessibility with modern digital HD subchannel distribution. Listeners can tune in locally throughout the Springfield metropolitan and Pioneer Valley areas, or stream the broadcast globally via online web player integrations. Backed by Saga Communications' established regional broadcast network, Pure Oldies 96.9 remains a beloved community audio sanctuary for generation-spanning classic hits.

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