The Asian programming, the first of its kind to be broadcast on satellite radio, will launch first with a Korean channel and later followed by a Chinese channel.

"We have the most expansive and diverse programming in radio and as part of that, it is important to offer top quality radio to the country's more than 12 million Asian Americans," said Scott Greenstein, Sirius' President, Entertainment and Sports.

"We are excited to partner with MultiCultural Radio Broadcasting, the leader in Asian radio programming in the U.S., to give Asian Americans anywhere across the country the opportunity to have Chinese and Korean language satellite radio," Greenstein added.

MultiCultural Radio Broadcasting Inc., which owns and operates forty-four AM and FM radio stations in the U.S., will bring its expertise in Asian programming to help Sirius create programming that appeals to Asian American listeners.

The Korean channel, which will be called Radio Korea USA, is expected to launch this fall, and will offer a variety of news, entertainment and music programming in Korean.

The Chinese channel that is expected to launch thereafter will offer popular music from China, Hong Kong and Taiwan, as well as short news and information updates of interest to these subscribers.

"With Sirius' ability to broadcast anywhere and everywhere in the country, these channels allow us to effectively reach a large underserved audience," said Arthur Liu, Chief Executive Officer, MultiCultural Radio Broadcasting. "As it was proven from our recent Arbitron surveys with our Asian audience in Los Angeles and New York metropolitan radio markets, Asian American listeners prefer ethnic media over mainstream media."

The Arbitron survey conducted earlier this year in New York and Los Angeles revealed that 56.2 percent of radio listening by Chinese-speaking Asian Americans is to Chinese language radio.

The surveys also found that, over the course of a week, 82.5 percent of Chinese-speaking Asian Americans in New York and Los Angeles, age 12 and older, listen to the radio. These listeners spend an average of 16 hours each week with the medium, according to the study.

"The Asian community represents a significant up-and-coming niche market for advertisers," Liu said.

"Similar to the Hispanic market 20 years ago, the Asian population in this country is growing at an extraordinary rate with unparalleled education and income levels."

Sirius and MultiCultural Radio Broadcasting will explore in the future the possibility of launching other Asian language channels.

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