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In 2005, a company initiative to add liberal programming as a counter to Clear Channel's Conservative juggernauts, Rush Limbaugh and Sean Hannity, resulted in a format change to a liberal/progressive talk format, with the WCKY call sign returning in 2005.

In the 1990s, a swap of call letters by Jacor Communications turned 1530 AM to WSAI, while the WCKY talk format and call sign were merged with WLWA 550-AM. WSAI eventually switched to an oldies format in early 2003.

"Real Oldies 1530 WSAI" played the Top 40 hits of the 1950s and 1960s, recreating the WSAI station from the sixties, including several former WSAI disc jockeys.

The station has a long history of a powerful night-time signal. It is a practice that has survived numerous format and call sign changes to this day, although with a reduced presence following the most recent change to sports talk.

Its country music programming of the 1950s and 1960s brought listener responses from many points even outside the United States. WCKY enjoys clear channel status on the East Coast of the United States, as well as much of the Midwestern United States, during the nighttime hours.

On July 7, 2006, WCKY and WSAI switched programming once again, with WCKY carrying the sports/talk programming as "1530 Homer", and WSAI airing the liberal/progressive talk format.

A short while later the liberal talk format was eliminated on WSAI in favor of syndicated talk and consumer advice shows that appealed to a largely female audience.

During the mid-1960s, it was the flagship station for the Cincinnati Reds, identifying itself as "your 50,000 watt Big League Baseball Station".

Perhaps one of the best-remembered programs in the station's history was the night-time "WCKY Jamboree" that ran from the 1940s until early 1964.

This program was widely popular due to WCKY's powerful signal especially to the south.

Wilson's family owned WCKY until the 1970s when it sold the station to The Washington Post, who in turn sold it off to Elkhart, Indiana-based Federated Media.

It featured recorded country music with disc jockeys such as Wayne Rainey, Nelson King and Jimmy Logsdon.

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