
We are at a crossroads right now. Satellite Radio has grown from a fledgling media to the single largest subscription service in existence, that is, second only to Comcast.
This is a defining moment for the company.
The future of satellite radio is being dictated in the coming months as Sirius and XM combine two different programming philosophies and strive to cut costs at the same time.
Some would argue that the signing of Howard Stern was the tipping point for the industry - when a struggling Sirius found its mojo and dramatically grew despite the dominance of its larger rival XM. Whether XM blundered in its (non)response to Stern is a moot point now, the two companies are now one, and the "old days" are over.
And while the signing of Stern was indeed an inflection point in terms of phenomenal growth, those days are over now as well. The industry has matured, and growth rate has flattened.
But it's not over,
it's just beginning.Satellite radio now has to redefine itself. It has to find that sweet spot between the "aggregation of niches" and simply seeking out "the hits." Even with nearly 20 million subscribers, the company is still the underdog (by a significant margin) when compared to terrestrial radio.
Sirius XM Radio Inc. need to find mass appeal, because, well, they are now appealing the masses. But it still needs to present a significant value proposition over terrestrial radio as well.
If satellite radio is simply going to be "FM without commercials" then the company will lose. Period. The advertising model historically beats the subscription model, just ask
the New York Times. There needs to be a compelling reason for people to pay money (every month, without a contract, in an economy where consumers are reevaluating their "luxury" expenditures) for the service.
Satellite Radio needs to appeal to the enthusiasts, while still satisfying the casuals (or maybe, it's the other way around?).
And then, if that wasn't complicated enough, there's the specter of new technology and new innovative forms of "radio" that are growing at an exponential pace.
There's no doubt that Apple has affected how the masses consume music, but Internet Radio is here to stay as well - and both will only continue to evolve their offerings. The last bastion of hope for radio (both satellite and terrestrial) has always been the vehicle. It's simply a matter of time before audio alternatives are commonplace - and (most importantly) easy to use - in your car.
So, let's discuss. Where does satellite radio go from here? What ways would
you like to see satellite radio change? Or, even,
not to change? If you had the unwieldy responsibility of having to remove channels, in favor of others, what would they be? What are the strengths, and what are the weaknesses of the service? In short, what is the future of satellite radio in the years to come?
Sound off in the comments below.