Sirius satellite radio remains 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 increased over the years thanks to 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 provided 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, for the music category you can choose from pop, jazz, country, R&B, pop and rock channels. To give a more comprehensive picture to the programs, it is enough 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 deal with the news and major events in talk shows and bulletins.

As for the market approach, Satellite radio has adopted a strategy of exclusiveness and this is best shown 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 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.