With the launch of Howard Stern’s show two weeks ago on satellite radio, New York-based Sirius Satellite Radio is already performing new tricks.
The six-year-old company has bankrolled the single most expensive contract in radio history. Stern’s show (and his half-billion-dollar price tag) is getting a lot of attention because he now has the freedom to say whatever he wants without fear of hefty radio fines. Some say this is a revolution in radio or in the media. For now, satellite radio is free from the censorship of terrestrial radio because it is a paid service and is not free for public consumption. The FCC cannot censor the medium … at this point.
With Stern’s sidekick Robin Quivers, sound effects man and impressionist Fred Norris and Gary Dell’Abate (referred to as “Baba Booey” by Stern regulars), the show has been a runaway success, garnering much media attention, praise, and heat among fans and critics. One bonus kept secret until the show’s premiere: actor George Takei from the original Star Trek television series has become Howard Stern’s official announcer.
The execs at Sirius have also given Howard two channels to program. Listeners can tune into “Howard 100 News.” Yes, the man has his own news team. One of the advertising jingles proudly proclaims that the news team is dedicated to producing stories that are “fair and balanced about Howard.” Even more surprising is the fact that many of the news team’s members are professional news personalities. Many believe Stern’s contract will bring millions of subscribers to the second most popular satellite radio company.
According to analysts, over 180,000 subscribers joined on the day of his radio debut. Some experts also believe the company will pay off its Stern debt in less than two years and Sirius will finally pull ahead of market leader XM Satellite Radio, which has almost twice as many subscribers.
The biggest issue regarding satellite radio isn’t the fact it’s free of advertisement or censorship however. The big question is, will it replace terrestrial radio, and if so, when? Many see this as a major advancement in the way we get information, on par with the Internet and rent podcasting trend. Time will tell if satellite radio is truly the next big step for global communication and entertainment.
Aside from talk, Sirius offers a huge selection of music to choose from. For jazz enthusiasts, everything from fusion to big band is represented. Reggae, old school hip-hop (think Run DMC), electronic/dance and new age each have their own stations. Singular acts and groups like Elvis, Bruce Springsteen and The Rolling Stones have their own channels. All of Sirius’ 68 music channels are commercial free and offer more diversity than terrestrial radio. Unlike most traditional radio stations, none of Sirius’ music channels utilize a restricted playlist of popular songs to choose from.
Because subscribers pay $12.95 a month for the service, they get a chance to hear what they want for a change. Subscribers can call in and make song request.
The radio company provides coverage of every single NFL game, thanks to an exclusive contract. For basketball fans, Sirius offers almost 40 NBA games a week, plus coverage of the NCAA Men’s Division I Tournament in March.
Speaking of college sports, Division I football is also represented with broadcasts from five top conferences across the country including the SEC. Racing fans can also rejoice: Sirius will gain exclusive rights to broadcast NASCAR games next year.
Sirius also presents a formidable list of news choices, including CNN, CNBC, Bloomberg Radio, NPR and BBC World Service News. Other outlets include BBC Mundo, which covers Latin America, and Radio Korea, which carries hit Korean music and news for the Korean community.
One of the biggest benefits of satellite radio is its universal availability. Thanks to three satellites orbitting the Earth in a geosynchronous orbit, continuous coverage is provided for Sirius’ 3.3 million subscribers. Subscribers can travel across the country and listen to the same station. For those metropolitan travelers, coast-to-coast traffic and weather information for the top 20 U.S. cities is available 24 hours a day.
Sirius Satellite Radio also offers a slew of entertainment and talk selections. Lifestyle guru Martha Stewart has a channel covering everything from cooking to crafts. The radio company’s flagship talk station, the Sirius Stars Channel, features unique programming all in one place. For example, the creator of pod casting, Adam Curry, has a show on the Stars Channel. Two comedy stations provide humorous tracks from established comedians like Sam Kinison, Richard Pryor and Robin Williams.
Maxim Radio combines elements of the popular men’s magazine and adds a level of interactivity that can’t be achieved on paper.
Channels devoted to both liberal and conservative viewpoints inspire political debate among radio hosts and listeners.
On the other hand, some customers are deciding to purchase XM instead of Sirius because they want to avoid Stern, although XM’s flagship shock jocks, Opie & Anthony, aren’t saints, either. They were kicked off terrestrial radio for a comedy bit that involved a lewd act in St. Patrick’s Cathedral.
For more information on Sirius Satellite Radio and XM Satellite Radio, visit the companies’ Web sites at www.sirius.com and www.xm.com.