Satellite radio's battle for big personalities continued Thursday with
announcing a three-year programming deal with Oprah Winfrey's Harpo Radio.
XM said it will begin running a new channel, "Oprah & Friends," in September. The news was good enough to send the company's shares up $1.70, or 6.9%, to $26.31 in premarket trading.
"Oprah & Friends will feature a broad range of original programming from Harpo Radio Inc., including regular segments hosted by popular personalities from 'The Oprah Winfrey Show' and O, The Oprah Magazine and an exclusive original weekly reality radio show with Oprah Winfrey and Gayle King," XM said in a release.
The move follows last year's addition of Howard Stern by rival
, a move that was credited with helping lift that outfit's subscriber rolls above 3 million at the end of 2005.
XM boasts more than 6 million subscribers to its pay-radio service.
The new Oprah channel will feature daily programming on topics like nutrition, fitness, health, self improvement, home and current events from people including Bob Greene, Dr. Mehmet Oz, Dr. Robin Smith, Marianne Williamson, Nate Berkus, and Gayle King, the company said.
"Oprah Winfrey is a prolific force in our culture whose unprecedented achievements in television, film, publishing and philanthropy will bring an amazing radio experience to the XM nation of subscribers. We are proud to welcome Oprah and her talented team to the XM family," XM said. "'Oprah & Friends' is a testament to XM's unwavering commitment to provide our diverse subscriber base with the kind of smart, high-quality programming that makes a difference in their lives."
Sirius shares rose 4 cents to $6.02.