Gray Media, Inc. has selected Kristy Santiago to lead KFVS (CBS and CW) in Cape Girardeau, Missouri and WQWQ-LD (Telemundo) in Paducah, Kentucky. Santiago brings over 25 years of television station management and sales operations expertise, having most recently overseen KION (CBS), KMUV (Telemundo) and KCBA (CW) in Monterey, California. Her track record includes launching multiple network affiliations for Telemundo, CW and FOX brands, as well as leadership roles in Grand Junction, Colorado and Palm Springs, California. In her new role, Santiago will be responsible for revenue growth, local news strategy and digital expansion across both markets.

Gray Media’s appointment of Santiago aligns with its strategy to consolidate top-rated local television stations in mid-sized markets. The company currently operates in 113 markets, reaching 37 percent of US television households, with 78 markets hosting the highest-rated station in 2024 and 99 markets in the top two positions. By reinforcing management at KFVS and WQWQ-LD, Gray Media aims to bolster advertiser relationships and grow its Telemundo affiliate group, which spans 44 markets and remains the largest in the nation.

Beyond station operations, Santiago has served on the boards of the California Broadcasters Association, Girls Inc. and Goodwill Central Coast. Gray Media highlights her community leadership as integral to its corporate social responsibility goals. The company’s broader digital arm, Gray Digital Media, and production assets such as Raycom Sports and PowerNation Studios stand to benefit from her community outreach experience, strengthening local sponsorships and event partnerships.

Investors should view this leadership change as part of Gray Media’s ongoing investment in market-level talent to maintain high ratings and advertising yields. With digital ad spend growing at an estimated 10 percent annually and local TV advertising projected to rebound in key regional markets, the addition of an experienced general manager supports revenue diversification. Corporate guidance for 2026 anticipates modest growth in retransmission consent fees and digital revenue, with Santiago’s operational improvements expected to contribute to margin enhancement in the Cape Girardeau and Paducah markets.