Sirius Plans Early Rollout for US Digital Radio

28 March 2002

US digital broadcaster Sirius Satellite Radio has announced that the nationwide rollout of its radio service will be complete ahead of schedule on July 1. Previously the target date had been sometime in the third quarter.

The group launched its service in four markets in February after a series of delays, leaving it several months behind rival XM Satellite Radio [WAMN: 12-Feb-02]. It plans to hit the airwaves in 39 states in the next sixty days.

The news came as Sirius posted a net loss of $235.8 million (£165.7m; €270.5m) for 2001, widening from $134.7m the year before.

The group is planning a marketing push in the second half of the year, handled by McCann-Erickson Worldwide in New York and based around the tagline ‘You’ll never want to leave your car’.

Data sourced from:; additional content by WARC staff