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SHARE WAVES

By Peter Keating

Thursday, August 14, 2008

Since the inception of satellite radio in 2001, rival brands XM and Sirius have been racing to fill their airwaves with sports programming. But a frenetic run of deal-brokering divided their listeners: Sirius landed the rights to the NFL, the NBA, NASCAR and a bunch of smaller leagues, XM got MLB, the NHL and the PGA, and the two services split college-game coverage based on conference. The companies use different transmission technology, so buyers had to pick one or the other. You couldn't flip ...

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