Sirius and Martha Stewart to launch radio channel

Sirius Satellite Radio Inc said on April 18, it plans this year to launch a radio channel with Martha Stewart Living Omnimedia Inc, with active involvement from lifestyle maven Martha Stewart. Martha Stewart Omnimedia Vice Chairman Charles Koppelman said the four-year exclusive agreement with Sirius would be worth $30 million to his company.
Sirius, which has been recruiting top personalities to compete with bigger rival XM Satellite Radio Holdings Inc, said it expects to boost subscriber growth and advertising revenue by attracting women to the channel.
The companies plan to share ad revenue from the channel but Sirius did not reveal the terms for its side of the deal.