Resistance Is Fertile
• The city of Madison, WI is now home to a new Alternative radio station — on Halloween Day, Mid-West Family Broadcasting lit the fuse on 106.7, The Resistance, under the command of PD Randy Hawke, longtime PD of Active Rock WJJO, who explained how the station’s name was born: “What does the rest of the state say about us? ‘Seventy-seven square miles surrounded by reality?’ We have always carved our own path. Resisted the norm. I wanted the brand of the station to truly reflect that spirit. It is the essence of Madison.”
Where did this frequency come from? The 106.7 signal, formerly attached to Sports-Talk sister WOZN-AM (1670 The Zone), recently became available when the company acquired a new translator at 96.7 for The Zone. “It’s rare that you have a new format come into a market, without losing one,” said GM Rick McCoy. “But that is the just the case here.”
The Resistance has been designed to be enjoyed on more than just radio — the Amazon Echo, smart phone apps and streaming are just as important. “People want to listen to stations through the device of their choice,” said Hawke. “We don’t want to fight them on that; The Resistance will be everywhere you want it to be.” The Resistance also features unique software that allows listeners to give their opinion on every song on the station, as it plays live. “We can look at an EKG-style meter in real time. It will tell us if Madison likes what we are doing or not,” Hawke explained. “It’s a big part of the station. When you join The Resistance, you get a say in every song we play.”
