Billions at stake in battle over sports on satellite radio
Billions at stake in battle over sports on satellite radio
The new world of satellite radio is reshaping an ages-old medium and turning it into the hottest new vehicle for sports fans, no matter how far they roam or what time zone they’re in.
Across an ever-expanding universe, a white-hot competition between major players XM and Sirius is taking place for the hearts, minds, ears and wallets of sports consumers. This high-stakes battle is sending mixed signals throughout the broadcasting industry, leaving longtime local sports radio fixtures pondering the future of their industry.
This new player on the scene shows no signs of slowing down.
“THE END OF RADIO (as we know it)”
That is the headline on the cover of this month’s “Wired” magazine. A photo illustration shows a bullet blasting through a transistor radio.
The two satellite radio companies generated the most media buzz for the millions of dollars thrown at shock jocks such as Howard Stern and Opie & Anthony to attract their loyal legions from traditional radio. But it is sports fans and sports programming that are emerging as driving forces in this new media battle.
Last month, Sirius pirated NASCAR from XM by offering $107 million over five years for the auto-racing broadcasting rights beginning in 2007. On March 3, XM signed an undisclosed multiyear deal to broadcast Indy Racing League events, including this year’s Indianapolis 500.
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