Joe Clayton, former CEO of Global Crossing, followed as CEO from November 2001 until November 2004. In 2001 Margolese stepped down as CEO, remaining as chairman until November 2003, with Sirius issuing a statement thanking him "for his great vision, leadership and dedication in creating both Sirius and the satellite radio industry." Sirius launched the initial phase of its service in four cities, with the first receiver sold at Cowboy Maloney's in Jackson, MS on February 14, 2002, expanding to the rest of the contiguous United States on July 1, 2002. It had secured installation deals with automakers including Chrysler, Ford and BMW. In November 1999, Marketing chief Ira Bahr convinced Margolese to again change the name of the company, this time to Sirius Satellite Radio, in order to avoid association with the soon-to-be-outdated CD technology.
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In 1997, after Margolese had obtained regulatory clearance and "effectively created the industry," the FCC also sold a license to XM Satellite Radio, which followed Sirius's example. The company successfully bid $83.3 million to purchase their satellite radio license. Margolese renamed the company CD Radio, and spent the next five years lobbying the FCC to allow satellite radio to be deployed, and the following five years raising $1.6 billion, which was used to build and launch three satellites into elliptical orbit from Kazakhstan in July 2000. Six months later, in November 1992, Rogers Wireless co-founder David Margolese, who had provided financial backing for the venture, acquired control of the company and succeeded Briskman. Former NASA engineer Robert Briskman, who designed the company's satellite technology, was then appointed Chairman and CEO. In April 1992, she resigned as chairman and CEO of Sirius in order to start a medical research foundation, focused on finding a cure for her daughter's illness. The company was the first to petition the FCC to assign unused frequencies for satellite radio broadcast, which “provoked a furor among owners of both large and small radio stations.” Rothblatt had previously helped create the PanAmSat international satellite television system, and helped launch and served as CEO of the Geostar satellite navigation system. In 1990, Martine Rothblatt founded Satellite CD Radio, Inc.
Sirius was founded by Martine Rothblatt, David Margolese and Robert Briskman.
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Because all channels are free from FCC content regulation, songs are played unedited for language talk programs may also feature explicit content if they wish. Music channels are presented without advertising, while its talk channels, such as Howard Stern's Howard 100 and Howard 101 & Jason Ellis’ Faction talk 103, carry commercials. Its business model is to provide pay-for-service radio, analogous to the business model for premium cable television. Sirius channels are identified by Nielsen Audio with the label "SR" (e.g.
A subset of Sirius music channels is included as part of the Dish Network satellite television service.
Music streams on Sirius carry a wide variety of genres, broadcasting 24 hours daily, commercial-free, and uncensored. It now provides 69 streams (channels) of music and 65 streams of sports, news, and entertainment to its subscribers. Headquartered in New York City, with smaller studios in Los Angeles and Memphis, Sirius was officially launched on July 1, 2002. Sirius Satellite Radio was a satellite radio ( SDARS) and online radio service operating in North America, owned by Sirius XM Holdings.