Radio satcaster Sirius is getting serious about showbiz, sealing a deal with Variety under which the latter will provide entertainment news reports.
Variety Radio News will launch in the fall with regular entertainment coverage heard nationally over Sirius’ Los Angeles channel. Variety will update the reports frequently throughout the day, with even more frequent updates during morning and afternoon drivetime, as well as during peak news periods, such as Oscar season.
“Variety chose Sirius as our partner because of its already strong credibility in the entertainment world and Sirius’ ability to reach a national audience,” said editor-in-chief Peter Bart. “There is clearly an appetite for news from the world of media and entertainment that is both timely and credible. It is our intention to get it first and also get it right.”
Variety reporters and editors will contribute to the newscasts, covering film, TV and other entertainment stories (including up-to-the-minute box office reports).
Sirius plans to open a radio news bureau in Variety‘s Los Angeles offices to handle the reports.
“Variety delivers an insider’s view on film, TV, music, the Internet and publishing with concise and provocative insight,” said Scott Greenstein, Sirius president of entertainment and sports. “Variety Radio News will become as indispensable to the industry as the (newspaper) itself and also make it possible for anyone in the country to be as up-to-date as any movie insider. Whether it’s on the way to work, a screening, or anywhere life takes them, Sirius will put Variety right there with them.”
Variety, which covers the global media and entertainment landscape in 84 countries, recently celebrated its 100th anniversary.
The Variety partnership joins Sirius’ strategic relationships with the NFL, NBA, Maxim, Court TV, Discovery Channel and Martha Stewart Omnimedia.
Sirius posted 4.1 million subscribers at the end of the first quarter; the company expects to hit 6.2 million by the end of the year.