Sirius FM, the company claims, is “changing the way people listen to radio” but is it the future for radio? Based at the Rockefeller Centre, in the Avenue of the Americas in New York City USA, the company offers listeners an unarguable varied and various choice of radio stations to choose from all of digital quality. With such a choice no wonder many consider Sirius FM, the subscription based satellite radio provider, a serious contender for the business model that might just replace traditional FM and AM broadcasting.
The Start of Sirius Broadcasting.
Sirius Radio then known as Satellite CD Radio was one of the two companies awarded licences to broadcast satellite radio signals in an auction in 1997 by the Federal Communications Commission. The other company was XM Radio then known as American Mobile Radio. The FCC had previously established the Digital Audio Radio Service in 1992 to provide government control or at least regulation on the digital frequencies and service available to both broadcasters and consumers.
It’s reported by a guide website to satellite radio, Satellite Radio USA.com that “CD Radio (later to become Sirius Satellite Radio) paid $89 million,” for an 8 year licence and it is estimated “that the entire cost of launching a satellite service is around $1.5 billion.” In early 2002 Sirius launched in four markets Denver, Houston, Phoenix and Jackson Mississippi and completed a nationwide coverage service by the summer of the same year.
The Name, Satellite Coverage and Merger
Name: Sirius is the brightest star in the Northern Hemisphere and named after the Egyptian god, Osirius which was represented as a dog. Thus the star is known as “the Dog Star,” and coincidentally a dog known as Mongo, appears as the company’s logo.
Coverage: The company’s satellite coverage is achieved from 3 satellites each spending approximately 16 hours a day over the continent of North America, so one of the satellites ensures continuous coverage over the US and Canada at least at all times.
Merger: In 2008 the two competing organisations involved in the auction for satellite licences in 1997 announced a formal merger and by the end of the year Sirius and XM radios were broadcasting their extended and combined services.
Sirius FM in the USA
The company provides a radio service much in the same way as that established by cable and satellite television operators on a subscription service. Customers can choose various listening packages costing from $6.99 to $19.99 a month (2010 prices) and from over 130 channels including:
- Music – 100% commercial free with a wide range of music genres.
- Sport – including NFL, NASCAR, English, Scottish and UEFA Champions League soccer, Formula 1 Racing as well as college teams and horse racing.
- News – including CNBC, CNN, Martha Stewart, BBC World Service,
- Talk and entertainment – shows from names like Howard Stern, Martha Stewart, Oprah Winfrey, and on subjects such as: family and life, comedy, and entertainment.
- Traffic News and Weather – listeners can choose a service relevant to their area.
Big Names on Sirius
Many of the Station’s shows are hosted by well known and celebrity names. As well as the publicity that surrounded the acquisition of Howard Stern in a much heralded move to the less restricted world of satellite radio, Sirius also presents shows by or output entirely dedicated to the likes of:
- Bob Dylan
- Lance Armstrong
- Lou Reed
- Glenn Beck
- Bill Bennett.
And Radio Stations dedicated to Bruce Springsteen, Elvis and The Grateful Dead
Where Listeners can Hear Sirius
Because the signal is delivered via satellite, Sirius Radio reception is not subject to the normal restrictions that may affect terrestrial radio. In the US, subscribers the company suggests can pick up the service in:
- Cars and Trucks
- RVs
- Home and Offices
- Stores and Outdoors
- And on boats up to 200 miles offshore.
The radio service is also available:
- From 2005 in Canada as Sirius Canada with 120 channels including 12 “exclusive” Canadian channels,
- From late 2009 in Puerto Rica by a combination of terrestrial repeaters and satellite as Sirius Puerto Rica,
- On the Internet as Sirius Internet SIR
As well as a live TV service with 3 channels of children’s TV to vehicles with Sirius Backseat TV
Audience Figures
Latest figures (2010) suggest that Sirius Radio has some 20 million subscribers in the US, 1 million plus subscribers in Canada and with more in Puerto Rica and on the internet, ‘enjoying’ the choice and diversity and the digital quality Sirius offer. While the cost of establishing a satellite service will undoubtedly put off some prospective investors, it’s unlikely Sirius Radio, even after an obviously necessary merger with XM radio, will remain the only broadcaster in the satellite radio market.
Dan McCurdy - Dan McCurdy is a freelance writer producer creative and lecturer. Dan is one of the UK's most experienced radio writers and producers. ...
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