Los Clásicos y Mucho Mas con William Santiago

For nearly four decades, William Santiago has been more than just a broadcaster; he has been the heartbeat of Rochester’s Spanish-speaking community. A true pioneer in local media, William’s influence spans from the airwaves to the boardroom. He is the President of the advertising agency Uno Communications and currently drives the sound of Rochester as the Program Director and on-air personality for La Mega on 97.5 FM.

Roots & Resilience

Born of Puerto Rican descent, William’s journey to becoming a local media icon began when he arrived in Rochester at age 13. Even then, his charismatic nature was undeniable. He fondly recalls his father telling him, “You really do talk a lot for a little boy… when you grow up you’re going to be a lawyer.” While he never entered the courtroom, his father’s prediction that he would have “a lot to say” proved prophetic.

William’s character was forged through discipline and hard work. A proud graduate of Benjamin Franklin High School, he went on to master the trade of tool & die, working as a skilled machinist and supervisor, while simultaneously exploring the world of real estate.

Building a Legacy: From Dimension Latina to La Mega

It was during a guest appearance on a radio segment to discuss real estate that destiny intervened. At age 28, William found himself behind a microphone, and a spark was lit. That moment led to the founding of Dimension Latina, a beloved radio show that aired for many years and laid the foundation for Hispanic radio in the region.

Today, William continues to define the landscape of Rochester radio. As Founder, Program Director and on-air personality for La Mega (97.5 FM), he curates the music and culture that keeps the community connected. Off the air, he leads Uno Communications, an advertising agency that bridges the gap between businesses and the Latino market.

The Master of Ceremonies

His influence extends far beyond the studio. For 23 years, William served as the trusted Master of Ceremonies for the Puerto Rican Festival, commanding the stage with the same warmth and energy he brings to his broadcasts. Whether leading his agency, directing programming for La Mega, or hosting live events, William Santiago stands as a cultural institution that has united generations of listeners in Rochester.

Current Roles:

Founder Program Director & On-Air Personality, La Mega (97.5 FM)

Founder & President, Uno Communications

Radio History: Founder of the Dimension Latina radio show

Community Leadership: Master of Ceremonies for the Puerto Rican Festival (23 Years)

Experience: 39+ Years in Broadcasting & Media