Monday, November 06, 2006

Variety: XM & Sirius Attract Niche Audiences

XM, Sirius cozy up to niche auds
Satcasters step in as country stations leave big markets
By ANDREW BARKER, Variety

Last year, the CMA Awards rolled into Gotham with the bellicose theme "Country Takes NYC." Invasion metaphors were appropriate, as the city hadn't a single country radio station. Add to that the abrupt August disappearance of L.A. country station KZLA, and the genre seemed all but dead in the biggest U.S. cities.
Enter satcasters XM and Sirius Radio, which have taken the reins from terrestrial webs into space, where country has more room to spread as well as serve its niches.
XM Satellite Radio boasts the most country of the two, with nine stations, ranging from contempo hit-parader Highway 16 to alt-oriented X-Country. The latter hosts an array of monthly specialty shows, including "Robbie's Secret Country," which explores country's fringes, and former Blaster Dave Alvin's "9 Volt," dedicated to Americana and roots music...read more: here