Sirius satellite radio is one of the largest American broadcasters enjoying a great reputation and popularity owing to the diversity of channels and the wide range of tastes it suits. Although the majority of channels broadcast all sorts of music genres, people interested in news and sport events benefit in almost the same way. The reputation of Sirius satellite radio has grown more popular over the years with the collaboration with showbiz celebrities 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 began broadcasting on Sirius Satellite Radio starting with January 9, 2006.

According to the contract, Howard Stern could create three individual channels of which he opened two 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 array 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.

Sirius Satellite Radio offers only self-productions, and many of the live shows are hosted by big names in various domains, such as notable sports figures in skateboarding, NBA, cycling and football of course. 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 talk shows and bulletins.

In 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 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 topics are debated daily from Monday to Friday in various talk shows.