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Sirius TV Slated for Retailers This Fall in $299 Range

6/25/2007 11:52:00 AM Eastern

New York — Sirius revealed specific plans for selling its long-anticipated Sirius TV system through retailers.

The company told TWICE it will offer a receiver supplied by Directed Electronics in the third quarter or early fourth quarter to sell in the $299 range.

According to Bob Law, Sirius’ senior VP of the consumer electronics division, the Directed product will be similar to the current Starbase, and it will work with any existing car video system or radio. The unit includes a display module, a hideaway black-box receiver and two remote controls, including one with large buttons for kids in the rear seat and one for playing Sirius radio in the front seat. The service will cost $19.95 per month and will be sold as a package for standard Sirius radio plus Sirius video service.

If consumers already have a Sirius radio subscription, they will pay an additional $7.00 per month. “But the key is, you have to have an audio subscription to have the video subscription,” said Law.

As announced in March, Sirius will offer three channels of programming for its TV service, which is aimed at kids, from Nickelodeon, Disney Channel and Cartoon Network. On an OEM level, the service called Sirius Backseat TV will be offered starting in the 2008 model year through Chrysler, Jeep and Dodge vehicles at $470. It may be available through other car makers in the future.

Sirius CEO Mel Karmazin said of Sirius TV, “We think the consumer reaction will be very good. We think that if you’re a parent, and you like the idea of having the DVD in the back seat of the car to keep the kids interested, then the idea of having live television and having Nickelodeon and Disney Channel and Cartoon Network live in the back seat is pretty compelling.”

Law said the Directed Sirius TV product aimed at retailers is expected to go into production in August and the company is currently discussing the product and service with retailers. Sirius TV is expected to be available through national accounts as well as specialists, he said.

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