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Sirius Serves Music With Dash Of Personality

NEW YORK — Sirius Satellite Radio is planning music-intense channels whose on-air personalities will keep chatter to a minimum and will present information “that will enhance the music,” said marketing VP Terrence Sweeney.

“Our music channels will be primarily music, but we’ll have on-air personalities on every channel, 24/7 on most channels,” he said. The host’s presence will vary by show and time of day.

Sweeney contrasted his planned service with cable music services that provide all music and no personalities.

Sirius’ 50 music channels will be commercial-free, while talk and information channels will have limited commercials, the company has said. “Our research shows people are frustrated the most with commercials and mindless chatter [on radio],” Sweeney said.