The Popularity of Satellite Radio Among College Students

By:
Larry Ling-hsuan Tung,
Mark Boutros
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Introduced in 2004, portable and personal satellite radio is a new medium that recently entered the heated battleground in the fast-changing world of media. Following the footsteps of subscription-based television channels such as HBO and Showtime, XM and Sirius are providing commercial-free and censorship-free radio programs with a minimal fee of under $15 per month. In 2005, their popularity received a further boost as more big-name radio personalities, such as Howard Stern, Opie and Anthony, and Martha Stewart, brought their shows to this new market. Meanwhile, more exclusive programs in music and sports were introduced.

Take a look at both networks’ programming, and one cannot help but notice that college students are a demographics that satellite radio providers are after. Specialized in music and sports, two of the most popular topics among college students, XM offers games from the Major League Baseball and PGA Golf tour while Sirius carries games from NBA, NFL and NHL. Music is another appeal for college students as MTV and VH1 can be heard now on XM commercial-free, and legendary guitarist Buddy Guy and rock star Sheryl Crow performed exclusively for Sirius.

The study will examine how college students consume satellite radio, from their views on the pricing to their preference for programming. It will serve as a very valuable piece of audience research for satellite radio operators in understanding consumer behaviors and refining marketing strategy.


Keywords: Radio, Media, Youth
Stream: Technology in Community
Presentation Type: Paper Presentation in English
Paper: A paper has not yet been submitted.


Larry Ling-hsuan Tung

Assistant Professor, Department of Media & Film, Kean University
USA

A native of Taipei, Taiwan, Tung was a reporter for the English-language Taiwan News before moving to the U.S. His documentary, "Daughters From China", received the best documentary prize in the Honolulu International Festival in 2005 and has been featured in several film festivals in North America. Currently he is an independent media artist and freelance journalist. He also teached media production in Kean University in Union, NJ. He holds a Master of Fine Arts degree from Brooklyn College of the City University of New York.

Mark Boutros

Assistant Professor, Dept. of Media & Film, Kean University
USA

A native of New York City, Boutros received a B.A. in history from Queens College and an M.F.A. in Television Production from Brooklyn College. He has worked in publishing, radio and television. Currently he is a Queens-based multimedia artisit and also teaches radio and video production at Kean University in Union, NJ.

Ref: T06P0287