Born in New York City but raised upstate, WKOK's Matt Farrand calls Geneva (NY) his hometown. Matt remembers, "I grew up pretty much on the campus of Hobart and William Smith College. The radio station was one of my hang-outs as a nine or ten year old. The college kids let me watch them do their things on the air. When the second hand of the clock on the studio wall would hit "12," and one of the guys would start delivering the news or sports… Well, it left a big impression." Later, as a high schooler, Matt was transfixed by news, sports, and talk radio on the big clear channel AM stations of the day.

Matt's career of nearly thirty years in radio news and other media in began upstate and progressed from there. He has been motivated primarily by the goal of, "…making everything I put on the air resonate with the listener. The man or woman listening should have no doubt that what they're hearing is clear and of importance to them." Matt has also done news in Texas (KFRO Longview), news and public affairs for WMCA New York, local cable television news (News 12 Long Island), wrote business news for the Financial News Network and written for a number of print publications. His television career was additionally highlighted by a five year stint as News Director for a small but scrappy news department in New York's Southern Tier (WICZ-TV Binghamton).

Matt continues, "My career has also had periods where I have not been on the air, selling retail running footwear and apparel and serving as a Sports Information Director for a small four year college. These jobs have helped me see more closely what motivates a wide variety of people, what they like, how they communicate and what they aspire to. Ultimately, it all helps me be a better radio reporter."

A competitive runner, cyclist and triathlete since 1977, Matt has competed in more than 15 marathons and two Olympic distance triathlons. Moreover, he is collecting notes for his personal memoirs, and is a frequent contributor of articles about running, film reviews and ideas to Lewisburg based Runners Gazette.

Matt joined WKOK in 2005 as a part time reporter and anchor, and in 2007 became WKOK's News Director.