You’re driving through the dusty, sun-drenched stretches of Zacatecas, and you flip the dial. There it is. That unmistakable sound. If you grew up in or around Fresnillo, you know exactly what I’m talking about. We're talking about XEMA la madre de todas 690 AM en vivo, a station that isn't just a frequency—it’s basically the heartbeat of the region.
People call it "La Madre de Todas" (The Mother of All) for a reason. It isn't just clever marketing. This station has been around longer than most of its listeners have been alive. It carries a certain weight, a sense of "I was here first," that younger FM stations just can't touch. Honestly, in an era where everyone is obsessed with Spotify playlists and algorithmic suggestions, there's something deeply comforting about a station that still feels like it’s run by humans, for humans.
The Deep Roots of 690 AM in Fresnillo
Let's look at the history, because it's actually kinda wild. XEMA didn't just pop up overnight. It received its official concession way back on July 26, 1940. Think about that for a second. While the world was embroiled in the early stages of World War II, a small station in Fresnillo was starting to find its voice. Originally, it wasn't even on the 690 frequency; it started at 1340 kHz under José Miguel Acevedo Mora.
The shift to 690 AM happened in the early 70s after Hilda Gómez de Bonilla took the reins. That move was a game-changer. It allowed the station to crank up its power, eventually hitting 10 kW during the day. That’s why you can hear it so clearly across the valley. It’s part of the Grupo Radiofónico B-15 family now, which is a powerhouse in the local media landscape.
- Founded: 1940
- Original Frequency: 1340 kHz
- Current Frequency: 690 AM (simulcast on 107.9 FM)
- Ownership: Grupo Radiofónico B-15
What Exactly Is the Format?
If you’re tuning into XEMA la madre de todas 690 AM en vivo today, you’re getting a heavy dose of the "La Mejor" format. This is the good stuff—Grupera music, rancheras, and those classic cumbias that make you want to move even if you're just sitting in traffic.
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It’s an affiliate of MVS Radio, which gives it that professional sheen, but it never loses its local Fresnillo soul. You’ve got the national hits, sure, but you also have the local news and the community announcements that keep the town connected. It’s that mix of big-network quality and small-town intimacy that keeps the "La Madre de Todas" nickname alive.
The station actually operates as a combo now. While the 690 AM signal is the legend, it’s paired with XHEMA-FM on 107.9 MHz. Why does this matter? Well, AM signals are great for distance—they bounce and travel—but FM gives you that crisp, high-fidelity sound. By having both, they basically blanket the area. You can't escape it, and honestly, why would you want to?
The "En Vivo" Experience in the Digital Age
"En vivo" means live, and in the world of Mexican radio, live doesn't just mean "not recorded." It means interaction. It means a DJ who knows the name of the guy calling in from the silver mines. It means shout-outs to families in the US who are listening via the internet stream to feel a little closer to home.
You can listen to the station through various platforms nowadays. Whether it's the official La Mejor website or apps like Radio.net, the digital reach of XEMA has expanded way beyond the borders of Zacatecas. For the diaspora of Fresnillo natives living in places like Chicago or Los Angeles, tuning in is a daily ritual. It's a way to hear the weather back home, catch the latest "Duro y a la cabeza" segments, and keep the culture alive.
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Why 690 AM Still Matters
You might wonder why anyone still bothers with the AM dial. Isn't it all static and noise? Well, not exactly. 690 AM is what they call a clear-channel frequency in North America. While XEMA isn't the only station on that frequency (there's a big one in Tijuana and another in Montreal), it holds its own in its territory.
AM signals have this "groundwave" property. They follow the curve of the earth. This makes them incredibly reliable for rural areas where cell service might be spotty or where FM signals get blocked by mountains. For a farmer out in the fields or a trucker on the highway, 690 AM is often the only friend they've got.
How to Get the Most Out of XEMA
If you’re a new listener or someone returning to the fold, there are a few ways to really dive in.
First, don't just treat it as background noise. Pay attention to the local talk segments. That's where the real flavor of Fresnillo comes through. Second, if you're listening online, check out the podcasts. Shows like "El Diva Show" often get clipped and shared because the humor is just so specific to the region.
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Also, follow their social media. Grupo B-15 is pretty active, and they often post behind-the-scenes clips of the announcers. It puts a face to the voice you’ve been hearing through your dashboard speakers for years.
Practical Steps for Listeners
- Old School: Tune your physical radio to 690 AM if you're in the Zacatecas area for the most authentic experience.
- Digital: Use the "La Mejor" mobile app. It’s the easiest way to stream XEMA la madre de todas 690 AM en vivo without worrying about signal interference.
- Community: Use their WhatsApp lines. Most of these stations live for listener voice notes and requests. It’s the fastest way to get your name on the air.
At the end of the day, XEMA represents a bridge. It bridges the gap between the 1940s and the 2020s. It bridges the gap between Fresnillo and the rest of the world. It’s a survivor in a digital landscape that is usually pretty unkind to legacy media. And as long as there’s someone in Zacatecas who wants to hear a good ranchera and find out what’s happening in their backyard, "La Madre de Todas" isn't going anywhere.
Actionable Insight: To stay connected with the local pulse of Fresnillo, download the "La Mejor" app and set XHEMA/XEMA as your favorite station. This ensures you get real-time local news alerts and the specific regional programming that national streams often miss.