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Stern Starts Sirius Show

The Howard Stern show makes its move.


(SIRI) - Get Sirius XM Holdings, Inc. Report

said Howard Stern took his screaming to the satellite radio airwaves Monday morning.

The New York-based satellite broadcaster, which in late 2004 signed Stern to a five-year, $500 million contract, called the shock jock's debut "one of the most highly anticipated in the media world since Stern announced 14 months ago that he would be leaving terrestrial radio to broadcast exclusively on Sirius." Last week Sirius paid Stern some $220 million in stock after the company hit some agreed-upon year-end subscriber targets.

Along with Stern, Sirius has signed up big-name programming like Martha Stewart and the National Football League in a bid to wrest subscribers from free radio and satellite rival

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Sirius said the four-hour Howard Stern Show will be broadcast Monday through Friday on Sirius channels 100 and 101. The show will be live beginning at 6 a.m. Eastern Time on channel 100, and on channel 101 beginning at 6 a.m. Pacific Time. "Although both channels 100 and 101 carry The Howard Stern Show and Howard 100 News, programs on channel 100 will be more Howard-centric, while the programs on channel 101 will be more entertainment-oriented," Sirius said.

"There is no other personality like Howard Stern in the world of entertainment, and he is finally on Sirius Satellite Radio where he will be given the freedom and support to create and perform," said Scott Greenstein, Sirius' president of Entertainment and Sports. "Today we are seeing just the beginning of this remarkable pioneering force."

Early Monday, Sirius rose 16 cents to $6.70.