Later this summer, Sirius will begin broadcasting Radio 1, the modern music channel of the BBC. The deal is between Sirius and BBC Radio International, part of the U.K. broadcaster’s commercial arm BBC Worldwide.
BBC sees the deal as a way to extend its brand. BBC Radio 1 will be time-shifted so that listeners will hear the lineup as it was intended.
The channel plays a mix of pop, rock, R&B and hip-hop; it has a weekly audience of more than 12 million in the U.K., according to a 2004 survey by Radio Joint Audience Research Ltd.
A Bit of the U.K. Comes to Sirius With BBC Radio 1
A Bit of the U.K. Comes to Sirius With BBC Radio 1
