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Sirius Hires New Execs To Build Ad Rev On Non-Music Svcs

NEW YORK (Dow Jones)--Sirius Satellite Radio Inc. (SIRI) hired advertising executives and media veterans, Sam Benrubi and Stephen Smith, to help build advertising revenue for its non-music channels.

Benrubi, who has led network and local sales teams at Westwood One and Infinity Broadcasting, was named senior vice president, advertising sales. Among other positions, Benrubi has been involved in ad sales for Howard Stern shows.

Smith was named vice president for advertising sales and will report to Benrubi. Smith has several years of experience in radio advertising for sports and in marketing Howard Stern's radio program.

Shock jock Howard Stern, announced in October that he would move his show from Viacom Inc.'s (VIA) Infinity Broadcasting to Sirius. Sirius' newest coup has been a recent deal that will make it the exclusive satellite broadcaster of NASCAR races and events beginning in 2007. Sirius plans to sell all advertising time on its NASCAR channel and during the race broadcasts. The company, which recently reported a wider fourth-quarter loss, is working to develop revenue from advertising to complement its subscription revenue.

The satellite radio firm has 65 channels which offer commercial-free music. However, the company offers commercial time to advertisers on its talk, traffic, news, sports and entertainment channels.

Sirius shares recently traded at $5.62, up a penny, or 0.1%.

-Anjali Cordeiro; Dow Jones Newswires; 201-938-5400;

(END) Dow Jones Newswires

February 24, 2005 12:54 ET (17:54 GMT)- - 12 54 PM EST 02-24-05
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