In 1990 the station was purchased, along with its FM sister station WSEV-FM 105.5, by the Dollywood Broadcasting Company, a privately owned corporation whose shareholders included Parton; managing partner Orr & Earls Broadcasting, Inc., of Branson, Missouri; and other investors.
Its programming mostly consisted of classic country during the day, with mornings featuring "Swap and Shop," a locally produced call-in show for buyers and sellers of household items, local news throughout the day, and a simulcast of the WDLY-FM modern country signal at night.
East Tennessee Radio Group sold WSEV (AM) to Grand Crowne Resorts with application filed on April 21, 2008.
[2] Some snippets of the station’s former country format are heard in Dollywood’s Lightning Rod attraction.
Since 2017, WSEV has been airing a variety hits format as "Watson 104.1", referencing co-owned FM translator W281BQ.