Continuing sweltering temperatures near the 100-degree mark have the Tennessee Valley Authority again urging all electric power consumers to reduce their electricity use until further notice.

Athens Utilities Manager Gary Scroggins said Thursday’s expected 98 degrees, with a heat index of 101, was expected to equal or exceed the July 19 peak summer power demand record of 215 megawatts.

“We were at 213 megawatts yesterday (Wednesday), and we expect at least 215 today,” said Scroggins.

Meeting power demands generated by the prolonged heat wave that is sweeping the nation is complicated for TVA by the automatic shutdown on Monday of the Watts Bar nuclear reactor, which remains out of service.

“It’s hot everywhere else so there’s no power to buy from other utilities,” said Scroggins. “The load is such that TVA is required to keep a certain power reserve above demand.”

Earlier in the week, TVA urged industries to conserve use, but Scroggins said most of the larger industries have interruptible-rate contracts. “They agree if they get a break on their power rates, that they will voluntarily cut back during peak load times,” he said.

Scroggins emphasized that this latest request by TVA of commercial, residential and industrial customers of the 158 local power companies in the TVA region to cut pack power use is “voluntary, not required of anyone.”

Among measures urged by TVA are:

• Postpone using electric appliances such as dishwashers, dryers and cooking equipment

• Reduce use of air-conditioning by adjusting the thermostat to 85 degrees

• Turn off lights, appliances and other electrical equipment not needed.

A phoning of several local air-conditioning service companies find them with increased workloads. A Bobby Terry Co. spokeswoman said, “We’re swamped, but it’s been that way all summer.”

An Arctic Refrigeration spokeswoman said service calls had nearly doubled, while Billy Adams Co. said business has more than doubled in the heat wave.

Athens Water and Wastewater Department Manager John Stockton said he has not had to ask customer to cut back on water use.

“We have plenty of water to meet demand,” said Stockton. “We’ve had no problems to date.”

Felicia Lambert, spokeswoman for Athens-Limestone Hospital, said the facility has not treated an inordinately large number of heat-related complaints.

“It’s pretty much normal for this time of year,” she said. “I guess people must be staying hydrated like they’re supposed to.”