XM Satellite Radio Forges Marketing Alliance with DirecTV

14 February 2002

Digital radio group XM Satellite Radio Holdings has forged a marketing deal with one of its investors, DirecTV (America’s number one satellite television operator).

The details of the venture have not been disclosed, but are known to involve targeting DirecTV’s existing subscriber base – described as “low-hanging fruit” by XM’s senior vp–sales and marketing Stephen Cook – to boost sales of the radio service.

“These are customers who are already satellite-friendly,” continued Cook. “They are already enjoying the benefits that DirecTV offers them. We offer a lot of those same benefits, only in a radio context.”

Offering 100 stations, XM launched last year [WAMN: 27-Sep-01], backed by a mass-media push from TBWA/Chiat/Day in Playa del Rey, California. It currently has 30,000 subscribers, but is aiming for 350,000 by the end of the year.

Data sourced from: AdAge.com; additional content by WARC staff