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 the majority of channels broadcast all sorts of music genres, subscribers benefit from an almost equal number of news, sports and entertainment channels available in ground and online formats too. The reputation of Sirius satellite radio has grown more popular over the years with the collaboration with showbiz celebrities such as Howard Stern, who moved his show after signing an exclusive five-year contract with Sirius. The Howard Stern Show began broadcasting 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 occupy the best positions in a top of the listeners’ preferences in the entire package provided 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, under the music section you can select Jazz/Blues, Country, Hip-Hop/R&B or pop. To give a more comprehensive picture to the programs, it suffices to say that under the rock category you have twenty-two channels to choose from.
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 cover news and major events in talk shows and bulletins.
As for the market approach, Satellite radio depends on a strategy of 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, Sirius is the satellite radio company with the most live NBA games. Other worth mentioning achievements include the national horse racing talk show At the Races, as well as to the broadcasting of some of the best matches in the English Premier League; moreover, soccer remains a favorite two hour talk show topic from Monday to Friday.
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