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Old 08-16-2004, 02:29 PM   #1
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Join Date: Dec 24, 2003
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Default Sirius enters a new distribution deal with Directed


SIRIUS and Directed Electronics Announce Distribution Alliance

Directed to Distribute New SIRIUS Satellite Radios and
Accessories to Consumer Electronics Dealers

NEW YORK, Aug. 16 /PRNewswire-FirstCall/ -- SIRIUS (Nasdaq: SIRI), the
premium satellite radio provider known for delivering the very best in
commercial-free music and sports programming to cars and homes across the
country, today announced it has joined forces with Directed Electronics, Inc.,
to distribute SIRIUS products to consumer electronics retailers throughout the
US. Directed Electronics is a diversified consumer electronics manufacturer
with more than a dozen well-known mobile electronics brands including Viper,
Clifford, a/d/s/, Orion, Precision Power and Directed Video.
(Logo: )
Directed will be distributing the new SIRIUS Sportster Plug & Play
receiver, SiriusConnect direct-connect receivers, and a full line of accessory
products designed to enhance the installation and reception of the SIRIUS
The Sportster satellite radio is a unique product from SIRIUS that is
designed to complement the company's relationship with the National Football
League, and to capitalize on its recent introduction of live NFL coverage.
The transportable Sportster can be used in a car, truck, RV, boat or home,
and will also be available with a boom box as an optional accessory.
SiriusConnect is a new line of SIRIUS receivers designed to interface
directly with popular aftermarket and factory-installed car audio systems.
The Sportster and SiriusConnect products will be available starting in
"We chose Directed as a partner because of their strong reputation,
outstanding customer service, industry-leading technical support and broad
reach in the mobile electronics marketplace," said Bob Law, Senior Vice
President of Retail Operations, SIRIUS. "Together, we will be able to offer
more consumers the ability to experience the pleasures of SIRIUS Satellite
Radio for themselves."
"The SIRIUS/Directed partnership is perfect synergy," said Jim Minarik,
Directed Electronics President and CEO. "Given the breadth of SIRIUS'
programming, the quality and versatility of the products, and Directed's
proven capabilities, we expect these new SIRIUS products to deliver the game-
winning touchdown in satellite radio."
Sportster will be available next month at Best Buy, Circuit City and other
retailers across the country.

SIRIUS, now available to over 10 million DISH Network satellite TV and
SIRIUS Satellite Radio subscribers, provides listeners with over 120 channels
of the best commercial-free music, sports, information and entertainment, with
digital quality sound coast-to-coast, broadcast daily from New York City, Los
Angeles, Nashville, New Orleans, Houston and Daytona. SIRIUS offers 65
channels of 100% commercial-free music, featuring multiple categories of pop,
rock, country, hip-hop, R&B, dance, jazz, classical and Latin music, along
with more than 55 channels of world-class sports, news, talk entertainment,
traffic and weather for a monthly subscription fee of only $12.95, with
greater savings for upfront payments of multiple months or a year or more.
SIRIUS also broadcasts live play-by-play games of the NHL and the NFL, and is
the official satellite radio partner of the NFL.
SIRIUS Satellite Radio products for the car, truck, home, RV and boat are
manufactured by Alpine, Audiovox, Blaupunkt, Clarion, Eclipse, Jensen, JVC,
Kenwood, Panasonic and U.S. Electronics, and can be purchased at major
retailers including Best Buy, Car Toys, Circuit City, Crutchfield, Good Guys,
Wal-Mart, Sears, Tweeter and Ultimate Electronics, along with RadioShack, DISH
Network outlets and Directed Electronics retail dealers.
SIRIUS' exclusive automotive partners DaimlerChrysler, Ford and BMW
represent over 40% of new cars and light trucks sold annually in the United
States. Automotive brands currently offering SIRIUS radios in select new car
models include BMW, MINI, Chrysler, Dodge, Jeep(R), Nissan, Infiniti, Mazda,
Audi, Ford, Lincoln-Mercury, Mercedes-Benz, Porsche and Volkswagen.
Automotive brands that have announced plans to offer SIRIUS radios in select
models include Jaguar, Volvo, Land Rover and Aston Martin. In 2004, SIRIUS
radios are expected to be available in over 80 different car models, with more
than 50 of them factory programs. Also, Hertz currently offers SIRIUS in 29
vehicle models at 53 major locations around the country. In addition, the
Penske companies -- Penske Auto Group, United Auto Group and Penske Trucking
-- are offering SIRIUS radios as a factory installed option, where available,
in their cars and trucks through their dealerships.
Genmar Holdings, the world's largest manufacturer of recreational boats,
Formula Boats and Winnebago, the leading supplier of recreational vehicles and
motor homes, also offer SIRIUS.
Click on to listen to SIRIUS live, or to find a
SIRIUS retailer or car dealer in your area.

Any statements that express, or involve discussions as to, expectations,
beliefs, plans, objectives, assumptions, future events or performance with
respect to SIRIUS Satellite Radio Inc. are not historical facts and may be
forward-looking and, accordingly, such statements involve estimates,
assumptions and uncertainties which could cause actual results to differ
materially from those expressed in any forward-looking statements.
Accordingly, any such statements are qualified in their entirety by reference
to the factors discussed in our Annual Report on Form 10-K for the year ended
December 31, 2003 filed with the Securities and Exchange Commission. Among the
key factors that have a direct bearing on our results of operations are: our
dependence upon third parties to manufacture, distribute, market and sell
SIRIUS radios and components for those radios; the unproven market for our
service; our competitive position and any events which affect the useful life
of our satellites.

About Directed Electronics
Directed Electronics manufactures such well-known security and remote
start brands as Viper, Clifford, Hornet, Python, Avital and Valet, and offers
five branded GPS Tracking products. Directed is also a prominent manufacturer
of car audio equipment with their Directed Audio line, as well as a/d/s/
Mobile, Precision Power (PPI) and Orion. The company also manufactures a/d/s/
Home & Architectural, as well as a full line of mobile entertainment products
including LCD monitors and DVDs in the Directed Video line. Directed is
registered in the ISO 9001 international quality standard.
Directed Electronics is a portfolio company of Trivest, Inc., a private
equity firm based in Miami, Florida. Since its founding in 1981, Trivest has
sponsored more than 105 acquisitions and recapitalizations totaling more than
$2 billion in value.
For more information, please visit and


/CONTACT: Jim Collins, +1-212-901-6422, or, or
Ron Rodrigues, Media Relations, +1-212-584-5192, or,both
of SIRIUS; or Thomas Meyer of PR21, +1-310-566-2285,,
for SIRIUS /

/Photo: /

/Web site:
http://www.directed.com /
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