The River

"The River" is a branding commonly used by multiple radio stations in the United States, typically featuring an adult contemporary, classic hits, or alternative rock format. Stations using this branding often emphasize a mix of popular, easy-listening music spanning several decades. Examples include WXRV (92.5 The River) in Massachusetts, which focuses on independent and alternative music, and WZRV (95.3 The River) in Virginia, which plays classic hits. The name "The River" is often chosen to evoke a sense of flow and variety in the music programming. Each station operates independently and may serve different regional audiences.