[Swprograms] Story from NYPOST.COM from Richard Cuff

[Richard Cuff <rdcuff@xxxxxxxxxxxxx>]

Richard thought you would find this story from NYPOST.COM interesting:

While JP Morgan isn\'t exactly a market research firm, it is interesting to see at least some assessment as to why people listen to satellite radio.Richard Cuff / Allentown, PA

NO ADS DRAW LISTENERS TO SATELLITE RADIO

Satellite radio's biggest attraction is the absence of commercials, not original content like a planned show from shock jock Howard Stern, according to a survey released yesterday by JPMorgan.

The fledgling satellite radio medium, a battleground between industry leader XM Satellite Radio Holdings Inc. and smaller rival Sirius Satellite Radio Inc., is expected to have nearly 35 million subscribers by 2010, according to JPMorgan's forecasts.

The survey of 1,600 consumers, which included subscribers as well as non-subscribers, found almost two-thirds of subscribers' radio listening time is spent with satellite radio over traditional radio. Commercial-free programming is the biggest driver of demand, JPMorgan said.

"Unique content . . . appears to be the least important factor, which implies that the loss of Howard Stern and other programming should not have too negative an impact" on traditional radio, JPMorgan said. Last year, Sirius signed Stern to a five-year deal starting in 2006.

JPMorgan estimates satellite radio likely will eat into traditional radio listeners by 3.5 percent in 2010. Reuters

Did you know that 3.8 million users visited New York Post Interactive at www.nypost.com making it the 5th most popular online newspaper nationwide?*
*Nielsen Netratings November 2004

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