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 name 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 are on top of the listeners' preferences from the entire package offered by the broadcaster. The range of programs covered by Sirius Satellite radio includes news and talk shows, entertainment, music and sports, all with additional subcategories. Thus, under the music section you can select Jazz/Blues, Country, Hip-Hop/R&B or  pop. To illustrate this variety even further, it is enough to say that just for rock, you've got more than twenty-two available choices.

Sirius Satellite Radio offers only self-productions, and lots of shows are hosted by famous people, particularly on the sports channels. There are musicians, deejays and veejays as well as hip hop superstars like 50 Cent or Eminem who support the music and entertainment part of the programs, while political commentators cover news and major events in bulletins and talk shows.

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 has bought the rights to be the only broadcaster for all the NFL, NBA and CFL games. In fact, since 2005, there is not other radio program with more live NBA games than Sirius. 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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