Sirius Tools for February Launch


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CES, Las Vegas - Jan 7, 2002 - Sirius Satellite Radio announced the next phase of its market rollout, beginning February 14 and culminating in nationwide service during the third quarter. At a news conference hosted by Sirius President and CEO Joseph P. Clayton at the 2002 International Consumer Electronics Show, the company discussed its upcoming service launch and new programming lineup, unveiled details of its new Dodge NASCAR Racing team sponsorship, highlighted a new management team and debuted the new Sirius website.

Clayton announced Sirius' three-phase service rollout strategy, culminating in service offered nationwide beginning in July:

  • Phase I - Commencing February 14, 2002, Sirius will launch commercial service in four markets - Houston, Phoenix and Denver (which were previously announced) and a new market - Jackson, MS, where Clayton first debuted satellite television with RCA in 1994. All four markets feature early adopters of technology, favorable attitudes towards mobile electronic products and strong retail environments. It was noted that Jackson was a successful launch city for DIRECTV. Sirius expects that it can duplicate that success.

  • Phase II - Sirius will implement the next phase of its regional rollout across the southwestern United States beginning in April/May in Dallas/Fort Worth, Tulsa, Albuquerque and Little Rock, AR. All were early rollout markets for RCA and DIRECTV. Service will be available in the southern and central U.S. starting in June/July, and will include the leading metropolitan markets of Miami, Tampa Bay and Orlando, FL; Indianapolis and Nashville.

  • Phase III - Sirius expects to offer service nationwide during the third quarter of 2002.

    Sirius announced it has joined the Evernham Motorsports/Ultra Motorsports Dodge racing team, part of the NASCAR Winston Cup Series. Sirius will be the primary sponsor of the No. 7 Sirius Satellite Radio Dodge Intrepid R/T, driven by Casey Atwood.

    As part of a strong focus on sales and marketing, Clayton introduced a number of industry veterans joining Sirius. The new executives, with deep ties to the consumer electronics industry, will be part of the company's sales and marketing organization and will collectively be responsible for sales, marketing, distribution, merchandising and strategic planning for retail. The group will report to Guy Johnson, Sirius' new executive VP of sales and marketing. The new executives have all participated in the rollout and success of numerous consumer electronics products, including the development and launch of DIRECTV satellite television.

    As part of its launch program, Sirius announced a unique consumer and retail experience, the "Rhythm of the Road Tour." This mobile demo tour features a custom-built 65-foot giant ferris wheel dubbed the "Wheel of Sound," which is equipped with eight Sirius-ready musical theme cars for consumers to ride in and listen to Sirius' service. The tour also features specially designed trailer trucks that open up into listening kiosks for consumers, a stage for local musicians and a DJ booth that will play the Sirius service live at each location. Consumers can also listen to Sirius' service in any one of a variety of demo vehicles, including the No. 7 Sirius Satellite Radio Dodge Intrepid R/T, a BMW X5, Ford Mustang and Dodge Ram Quad Cab.

    Fianlly, Sirius unveiled its new channel lineup, including 60 original music channels, all commercial-free, in almost every musical genre, from rap to reggae, classical to country, new rock to hard rock, as well as HITS channels playing all the top hit songs in pop, rock, country, R&B, rap and dance, virtually on demand. Rounding out its lineup, Sirius will broadcast 40 world-class channels of the best variety of sports, news, talk and entertainment through partnerships with world-class providers, including ESPN, ABC News, CNN Headline News, E! Entertainment Television, The Discovery Channel, A&E, and more.

    The redesigned Sirius web site offers live streaming of Sirius' 60 commercial-free music channels and will serve as an interactive, online complement to Sirius' broadcast programming. On the new site, visitors will be able to sign up and become Sirius Insiders for access to exclusive content, including behind-the-scenes interviews with artists.



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