
Sirus (and XM) Get Serious About Canada
by
Mark Evans
on Sun 04 Dec 2005 08:37 AM EST

For folks south of the border, the aggressive marketing activities of
XM and
Sirius
are nothing new but it's
still pretty impressive for us Canadians as both satellite-radio
players have recently launched their services after receiving
regulatory approval (also known as having to add Canadian content). The weekend newspapers

(National Post, Toronto
Star, Globe & Mail) had full-color
four-eight-page special sections from Sirus that showed consumers pretty
much everything they wanted to know about the service (but may have been afraid
to ask!). Meanwhile, the major retailers such as Best Buy,
Future Shop,
Canadian Tire and Wal-Mart are also pumping sales of satellite
receivers with attractive prices that make you say "Well, why the heck
not?". Frankly, I'm not a big satellite radio fan but I don't have a
long commute, and prefer to listen to local news and sports. One of the
problems I had with satellite radio was the lack of choice, which seems
somewhat strange given it offers more than 100 channels. When it's boiled down,
there are only about eight rock/pop music stations on XM, and they still have to
appeal to a wide audience to justify their place on the "dial". This
means they tend to be fairly generic, which is why you get broad channels
that focus on music from the
1970s,
1980s and
1990s, for example. Still, there is a
large audience out there for people who have long commutes or dislike
commercial radio or simply like the idea of more than 100
commercial-free channels. And at C$15 a month, or 50 cents a day, it's
far lss than a cup of coffee at
Starbucks. While you will not see me
with a satellite radio - at least for now - it would not be a big surprise me
to see plenty of Canadians jump on the bandwagon this holiday
season.