Sirius XM: Hirings, Firings and Negotiations

(Sirius XM article updated with new subscriber information for the third quarter.)

Talent, therefore, is the key, and a costly one. In 2009 the company reported that it spent $370.5 million on programming and content, which includes the costs to acquire, create and produce content. Executives are currently in talks with Howard Stern and several other expiring program personalities to negotiate new contract terms. Stern's 5-year, $500 million deal expires in December 2010, and a 7-year, $220 million agreement with the NFL expires at the end of the 2010-2011 NFL season. Loss of marquee talent is cited as one of the primary risks to Sirius' business. "There can be no assurance that this on-air talent will remain with us or that we will be able to retain their respective audiences," the company said in its annual report. "If we lose the services of one or more of them, or fail to attract qualified replacement personnel, it could harm our business and future prospects." Vote: Will Howard Stern Leave Sirius? "As these agreements expire, we may not be able to negotiate renewals of one or more of these agreements," Sirius said, "or renew such agreements at costs we believe are attractive." Subscribers are the most important source of revenue for the company, pulling in billions of dollars each year. In 2008, Sirius reached its then record high 19 million net subscribers. In 2009, the subscriber base decreased to 18.8 million. In the first three quarters of this year the company added 1.1 million net subscribers, bringing the total number of subscribers to a record 19.9 million. Sirius expects to end 2010 with the highest number of net subscribers in its history. Chief executive officer Mel Karmazin recently announced that management expects approximately 20.1 million subscribers by the end of the year. Here is a gallery of the major personalities and programming that Sirius XM offers its subscribers, and the details surrounding the contracts the company has with each. 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