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WMAD (96.3 FM "96-3 Star Country") is a
commercial Commercial may refer to: * (adjective for) commerce, a system of voluntary exchange of products and services ** (adjective for) trade, the trading of something of economic value such as goods, services, information or money * a dose of advertising ...
radio station Radio broadcasting is the broadcasting of audio (sound), sometimes with related metadata, by radio waves to radio receivers belonging to a public audience. In terrestrial radio broadcasting the radio waves are broadcast by a land-based rad ...
licensed A license (American English) or licence (Commonwealth English) is an official permission or permit to do, use, or own something (as well as the document of that permission or permit). A license is granted by a party (licensor) to another part ...
to Cross Plains, Wisconsin, and serving the
Madison metropolitan area The Madison metropolitan area, also known as Greater Madison, is the metropolitan area surrounding the city of Madison, Wisconsin. The Madison, WI Metropolitan Statistical Area (MSA), as defined by the Office of Management and Budget, consists of ...
. It broadcasts a
country music Country (also called country and western) is a popular music, music genre originating in the southern regions of the United States, both the American South and American southwest, the Southwest. First produced in the 1920s, country music is p ...
radio format A radio format or programming format (not to be confused with broadcast programming) describes the overall content broadcast on a radio station. The radio format emerged mainly in the United States in the 1950s, at a time when Radio broadcasting, ...
and is owned by iHeartMedia, Inc. WMAD carries two
nationally syndicated Broadcast syndication is the practice of content owners leasing the right to broadcast their content to other television stations or radio stations, without having an official broadcast network to air it on. It is common in the United States whe ...
radio shows from co-owned
Premiere Networks Premiere Networks, Inc. (formerly Premiere Radio Networks, shortened as PRN) is an American media company, a subsidiary of iHeartMedia, for which it currently serves as its main original radio content distribution and production arm. It is th ...
: ''
The Bobby Bones Show ''The Bobby Bones Show'' is an American, nationally syndicated country music radio show aired during the morning hours. The Bobby Bones Show, which originally aired from Austin, Texas, now broadcasts from studios at WSIX-FM in Nashville. Premie ...
'' on weekday mornings and '' CMT Nights with Cody Alan'' heard overnight. The
radio studio A recording studio is a specialized facility for recording and mixing of instrumental or vocal musical performances, spoken words, and other sounds. They range in size from a small in-home project studio large enough to record a single sin ...
s and offices are on South Fish Hatchery Road in Madison. WMAD has an
effective radiated power Effective radiated power (ERP), synonymous with equivalent radiated power, is an IEEE standardized definition of directional radio frequency (RF) power, such as that emitted by a radio transmitter. It is the total power in watts that would ha ...
(ERP) of 5,100
watt The watt (symbol: W) is the unit of Power (physics), power or radiant flux in the International System of Units (SI), equal to 1 joule per second or 1 kg⋅m2⋅s−3. It is used to quantification (science), quantify the rate of Work ...
s. The
transmitter In electronics and telecommunications, a radio transmitter or just transmitter (often abbreviated as XMTR or TX in technical documents) is an electronic device which produces radio waves with an antenna (radio), antenna with the purpose of sig ...
is on Simpson Road at
U.S. Route 12 U.S. Route 12 or U.S. Highway 12 (US 12) is an east–west United States Numbered Highway, running from Aberdeen, Washington, to Detroit, Michigan, for almost . The highway has mostly been superseded by Interstate 90 (I-90 ...
in
Dane, Wisconsin Dane is a village in Dane County, Wisconsin, United States. The population was 1,117 at the 2020 census. Located in the Town of Dane, the village is part of the Madison Metropolitan Statistical Area. History A post office called Dane was fi ...
. In addition to the analog signal, WMAD also broadcasts an
HD Radio HD Radio (HDR) is a trademark for in-band on-channel (IBOC) digital radio broadcast technology. HD radio generally simulcast, simulcasts an existing analog radio station in digital format with less noise and with additional text information. HD R ...
signal. The HD-2
digital subchannel In broadcasting, digital subchannels are a method of transmitting more than one independent program stream simultaneously from the same digital radio or television station on the same radio frequency channel. This is done by using data compress ...
carries an
acoustic rock Acoustic music is music that solely or primarily uses instruments that produce sound through acoustic means, as opposed to electric or electronic means. While all music was once acoustic, the retronym "acoustic music" appeared after the ad ...
format, known as "Coffee Shop Radio."


History


WMAD call sign history

The
call letters In broadcasting and radio communications, a call sign (also known as a call name or call letters—and historically as a call signal—or abbreviated as a call) is a Identifier, unique identifier for a transmitter station. A call sign can be fo ...
WMAD originally were on
AM 1550 The following radio broadcasting, radio stations broadcast on AM broadcasting, AM frequency 1550 kHz: 1550 AM is a clear-channel frequency reserved for Canada. List of North American broadcast station classes, Class A CBEF in Windsor, Ontario ...
and later
simulcast Simulcast (a portmanteau of "simultaneous broadcast") is the broadcasting of programs or events across more than one resolution, bitrate or medium, or more than one service on the same medium, at exactly the same time (that is, simultaneously) ...
on 106.3 WMAD-FM Middleton (now
WWQM-FM WWQM-FM (106.3 Hertz, MHz) is a radio station licensed to Middleton, Wisconsin and serving the Madison, Wisconsin, Madison area. Owned and operated by Mid-West Family Broadcasting, the station has aired a country music radio format, format sin ...
). That version of WMAD started as a country format and remained country until 1977 when the call letters on 1550 were dropped (WWQM "15Q" oldies replaced country). WMAD-FM continued until early 1978 when the call sign was dropped from 106.3. The WMAD call letters resurfaced in 1979 on the station at 92.1 FM (licensed to
Sun Prairie, Wisconsin Sun Prairie is a city in Dane County, Wisconsin, United States. The population was 35,967 at the 2020 United States census, 2020 census. It is the most populous suburb of Madison, Wisconsin, Madison and is part of the Madison metropolitan area. ...
and current home to
WXXM WXXM (92.1 FM broadcasting, FM) is a commercial radio, commercial radio station city of license, licensed to Sun Prairie, Wisconsin, and serving the Madison, Wisconsin, metropolitan statistical area, Madison metropolitan area. The station is ...
).


Early years (197?–2002)

The 96.3 FM frequency in the Madison
radio market A media market, broadcast market, media region, designated market area (DMA), television market area, or simply market is a region where the population can receive the same (or similar) television and radio station offerings, and may also incl ...
has had a varied format history. In the 1970s the station was WVLR. In the mid-1990s the station played 1970s music as Mix96.3 WMXF. Following this format, the station returned to a
soft rock Soft rock (also known as light rock or mellow rock) is a form of rock music that originated in the late 1960s in the United States and the United Kingdom which smoothed over the edges of singer-songwriter and pop rock, relying on simple, mel ...
format as WMLI, which eventually morphed into
adult contemporary Adult contemporary music (AC) is a form of radio-played popular music, ranging from 1960s vocal and 1970s soft rock music to predominantly ballad-heavy music of the 1980s to the present day, with varying degrees of easy listening, pop, soul ...
"Star 96.3."


Smooth jazz (2002–2003)

In March 2002, the station shifted to a
smooth jazz Smooth jazz is commercially oriented crossover jazz music. Although often described as a "genre", it is a debatable and highly controversial subject in jazz music circles. As a radio format, however, smooth jazz radio became the successor to e ...
format as "Smooth Jazz 96.3 WCJZ," filling a niche in the Madison market filled only by the "Magic Sunday Morning" smooth jazz program on
WMGN WMGN (98.1 FM broadcasting, FM) is a commercial radio, commercial radio station in Madison, Wisconsin, known as "Magic 98". It is owned by Mid-West Family Broadcasting and broadcasts an adult contemporary radio format. Notable programming inclu ...
(Magic 98).


Alternative (2003–2005)

WCJZ and its smooth jazz format failed to show ratings growth, which led management to make another change in format. At 12 Noon on December 31, 2003, WCJZ began a 6-hour
stunt A stunt is an unusual, difficult, dramatic physical feat that may require a special skill, performed for artistic purposes usually for a public audience, as on television or in theaters or cinema. Stunts are a feature of many action films. Befo ...
with a ticking clock and synthesized voice announcing station ID and jokes. At 6:00 PM that night, an announcement heralded the return of the
alternative rock Alternative rock (also known as alternative music, alt-rock or simply alternative) is a category of rock music that evolved from the independent music underground of the 1970s. Alternative rock acts achieved mainstream success in the 1990s w ...
-formatted "MAD Radio". Fourteen months earlier,
iHeartMedia iHeartMedia, Inc., or CC Media Holdings, Inc., is an American mass media corporation headquartered in San Antonio, Texas. It is the holding company of iHeartCommunications, Inc., formerly Clear Channel Communications, Inc., a company founded by ...
(then known as Clear Channel Communications) replaced
alternative rock Alternative rock (also known as alternative music, alt-rock or simply alternative) is a category of rock music that evolved from the independent music underground of the 1970s. Alternative rock acts achieved mainstream success in the 1990s w ...
on 92.1 WMAD in favor of a
Hot AC Adult contemporary music (AC) is a form of radio-played popular music, ranging from 1960s vocal and 1970s soft rock music to predominantly ballad-heavy music of the 1980s to the present day, with varying degrees of easy listening, pop, soul, ...
station, "Mix 92.1." Fans of that "MAD Radio" incarnation were left disappointed by the change. Acknowledging the outcry, management resurrected "MAD Radio" at the 96.3 frequency. With this change, the WMAD
call letters In broadcasting and radio communications, a call sign (also known as a call name or call letters—and historically as a call signal—or abbreviated as a call) is a Identifier, unique identifier for a transmitter station. A call sign can be fo ...
were moved to 96.3, while 92.1 changed their call letters to
WXXM WXXM (92.1 FM broadcasting, FM) is a commercial radio, commercial radio station city of license, licensed to Sun Prairie, Wisconsin, and serving the Madison, Wisconsin, metropolitan statistical area, Madison metropolitan area. The station is ...
. Despite an early peak in interest from Madison radio listeners, the new "MAD Radio" did not build as strong a following as the old version had. An increase of older alternative hits in the playlist (highlighted by the "Sunday Morning Resurrection" program) and the addition of the syndicated ''
Rover's Morning Glory ''Rover's Morning Glory'' is a nationally syndicated hot talk morning drive time radio show originating from Cleveland rock station WMMS (100.7  FM). Hosted by radio personality Rover (Shane French), the show first began at cross-tow ...
'' failed to bump up the station's fortunes. With WMAD's
Arbitron Nielsen Audio (formerly Arbitron) is a consumer research company in the United States that collects listener data on radio broadcasting audiences. It was founded as the American Research Bureau by Jim Seiler in 1949 and became national by mergin ...
ratings near the bottom of the Madison market, Clear Channel would make yet another change on the frequency, ending "MAD Radio 96.3" on the night of December 22, 2005, after 2 hours of songs with a "goodbye" or "end" theme, ending with "Last Goodbye" by
Jeff Buckley Jeffrey Scott Buckley (raised as Scott Moorhead; November 17, 1966 – May 29, 1997) was an American musician. After a decade as a session guitarist in Los Angeles, he attracted a cult following in the early 1990s performing at venues in ...
and the
Jimi Hendrix James Marshall "Jimi" Hendrix (born Johnny Allen Hendrix; November 27, 1942September 18, 1970) was an American singer-songwriter and musician. He is widely regarded as one of the greatest and most influential guitarists of all time. Inducted ...
version of "
The Star-Spangled Banner "The Star-Spangled Banner" is the national anthem of the United States. The lyrics come from the "Defence of Fort M'Henry", a poem written by American lawyer Francis Scott Key on September 14, 1814, after he witnessed the bombardment of Fort ...
." "MAD Radio" would resurface once again in 2007, airing a commercial-free alternative format on a
HD Radio HD Radio (HDR) is a trademark for in-band on-channel (IBOC) digital radio broadcast technology. HD radio generally simulcast, simulcasts an existing analog radio station in digital format with less noise and with additional text information. HD R ...
subchannel of sister station
WIBA-FM WIBA-FM (101.5 MHz) is a radio station licensed to Sauk City, Wisconsin, United States, serving Madison and south central Wisconsin. The station is owned and operated by iHeartMedia (formerly Clear Channel Communications) and broadcasts a ...
.


Country (2005–present)

At 12AM on December 23, 2005, WMAD launched a new contemporary country format under the branding, "96.3 Star Country," beginning with a montage of its liners and jingles followed by Gretchen Wilson's "
All Jacked Up ''All Jacked Up'' is the second studio album by American country music artist Gretchen Wilson, released on September 27, 2005 through Epic Nashville Records. After the massive success of her debut album ''Here for the Party'' (2004), Wilson wen ...
," the first of 10,000 songs played without interruption for commercials or DJs on "Star Country." Originally using the tag line "Now you have a choice," Clear Channel took an aggressive approach in promoting "Star Country" and in targeting the long-time country station in Madison, WWQM-FM. The aggressiveness included luring away the WWQM-FM morning team of John Flint and Tammy Lee, who would helm "Star Country's" morning shift from November 2006 until June 2011, when they departed for
San Diego San Diego ( , ) is a city on the Pacific coast of Southern California, adjacent to the Mexico–United States border. With a population of over 1.4 million, it is the List of United States cities by population, eighth-most populous city in t ...
's KSON. The following September, WMAD tapped Tracy Dixon and Mike Heller as their new morning team; Dixon came from Clear Channel-owned
KMFX-FM KMFX-FM (102.5 MHz "102.5 The Fox") is a radio station in Rochester, Minnesota, airing a country music format. The station is owned by iHeartMedia, Inc. From 1994 to 2008, KMFX-FM was simulcast on KMFX (1190 AM) in Wabasha; the AM station wa ...
in
Rochester, Minnesota Rochester is a city in Olmsted County, Minnesota, United States, and its county seat. It is located along rolling bluffs on the Zumbro River's south fork in Southeast Minnesota. At the 2020 United States census, 2020 census, the city had a popul ...
, Heller from sister sports station
WTSO WTSO (1070 AM broadcasting, AM, "1070 The Game") is a commercial radio station in Madison, Wisconsin, known as "1070 The Game." The station is owned and operated by iHeartMedia, Inc., and airs a sports radio radio format, format. The offices a ...
(where he continued as afternoon host). "Tracy & Mike" remained paired in mornings until they were replaced by the
Premiere Networks Premiere Networks, Inc. (formerly Premiere Radio Networks, shortened as PRN) is an American media company, a subsidiary of iHeartMedia, for which it currently serves as its main original radio content distribution and production arm. It is th ...
-syndicated ''
Bobby Bones Show ''The Bobby Bones Show'' is an American, nationally Broadcast syndication, syndicated country music radio show aired during the morning hours. The Bobby Bones Show, which originally aired from Austin, Texas, now broadcasts from studios at WSIX-F ...
'' in February 2013.


HD Radio

WMAD broadcasts a multiplexed
HD Radio HD Radio (HDR) is a trademark for in-band on-channel (IBOC) digital radio broadcast technology. HD radio generally simulcast, simulcasts an existing analog radio station in digital format with less noise and with additional text information. HD R ...
signal. The station's HD2
digital subchannel In broadcasting, digital subchannels are a method of transmitting more than one independent program stream simultaneously from the same digital radio or television station on the same radio frequency channel. This is done by using data compress ...
originally aired a classic country format ("Star Country Classics") to complement the contemporary country music heard on WMAD's main channel. "Star Country Classics" was dropped in Fall 2013 in favor of a rotating succession of streams from Clear Channel's
IHeartRadio iHeartRadio (often shortened to just "iHeart") is an American freemium broadcast, podcast, radio streaming and Music Streaming platform owned by iHeartMedia. Founded in August 2008, iHeartRadio serves as the national umbrella brand for iHeart ...
platform. The channels included "Global Citizen Radio" ( variety hits) and "Nashville" (modern country). As of November 2014, "Coffee Shop Radio" (
acoustic rock Acoustic music is music that solely or primarily uses instruments that produce sound through acoustic means, as opposed to electric or electronic means. While all music was once acoustic, the retronym "acoustic music" appeared after the ad ...
) is heard on WMAD-HD2.


References


External links

*
WMAD official website
{{IHeartMedia Country radio stations in the United States MAD Radio stations established in 1987 IHeartMedia radio stations