Sirius satellite radio is one of the largest American broadcasters with an international reputation built on the diversity of channels and the quality it offers to users. Although most channels cover music genres in general, people interested in news and sport events benefit in almost the same way. The reputation of Sirius satellite radio has grown more popular over the years with the collaboration with famous names in the showbiz such as Howard Stern, who transfered his show to Sirius Satellite Radio after signing a five-year contract with the company. The Howard Stern Show started being broadcast on Sirius Satellite Radio on January 9, 2006.

Through the deal that Howard Stern made with Sirius satellite radio, he got the right to create three channels, of which only two have been founded so far. In fact Howard 100 and Howard 101 are on top of the listeners’ preferences from the entire package offered by the broadcaster. The range of programs available with Sirius satellite radio is absolutely incredible and each of the categories sports, entertainment, music and news/talk are divided in their turn in further subcategories. Thus, for the music category you can choose from pop, jazz, country, R&B, pop and rock channels. To illustrate this variety even further, it is enough to say that just for rock, you’ve got more than twenty-two available choices.

The programs on Sirius satellite radio are self productions, and lots of shows are hosted by famous people, particularly on the sports channels. The music and entertainment programs are supported by hip hop superstars, deejays and veejays, while political commentators deal with the news and major events in talk shows and bulletins.

As for the market approach, Satellite radio depends on a strategy based on exclusiveness and this is best reflected in the access to major sports events. Sirius satellite radio is the only broadcaster for all the CFL, NBA and NFL games. In fact, since 2005, there is not other radio program with more live NBA games than Sirius. Other worth mentioning achievements refer to the national horse racing talk show At the Races, as well as to the English Premier League matches that deserve all the attention; moreover, soccer topics are debated daily from Monday to Friday in various talk shows.

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