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Reilly links with Sirius

Satcaster beefing up marketing capacity

NEW YORK — Sirius Satellite Radio, the nation’s No. 2 radio satcaster, has tapped former BMG exec Patrick Reilly as senior veep, communications, reporting to prexy Scott Greenstein.

The satcaster, which inked Howard Stern to a $500 million deal, is beefing up its marketing capacity in advance of an expected deluge of new subs before the shock jock makes the jump in 2006.

“We’re creating a new kind of entertainment company that’s going to be deeply involved in original programming,” Reilly said.

Reilly comes to a media company that has had no trouble generating headlines with its big-money deals for Stern and the NFL plus shows built around stars like Eminem, Tony Hawk and Lance Armstrong. The company said it expects to sign up 1 million subscribers by year’s end.

Sirius shares are a favorite of day-traders and it’s often one of the heaviest-traded issues on the Nasdaq.

Replacing Reilly at BMG is Keith Estabrook, who left BMG for Sony but reassumed his old job when the two labels merged operations in July.

Before BMG, Reilly was executive veep at PR firm Robinson Lerer & Montgomery. He also was a reporter at the Wall Street Journal.

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