Sirius Satellite Radio, EchoStar and RadioShack today (Feb. 12) announced the formation of the Satellite Entertainment Alliance.

Sirius Satellite Radio, EchoStar and RadioShack today (Feb. 12) announced the formation of the Satellite Entertainment Alliance.

In a conference call this morning, Sirius president/CEO Joseph P. Clayton said the new alliance will make Sirius commercial-free programming a part of the service of EchoStar Dish Network's 9 million subscribers. Bringing in RadioShack as a new point of sale increases Sirius' retail outlets from 6,000 stores to more than 20,000 retailers.

Clayton also praised RadioShack for its history of being able to sell and immediately activate new-technology subscriber services such as Dish Network. To illustrate his company's ability to facilitate adoption of new media, RadioShack chairman/CEO Leonard Roberts said the company sells more wireless handsets and activates more wireless services each year than all other national retailers combined.

Clayton says the deals should bring in 2 million new Sirius subscribers over the next few years. The company has raised its end-of-year target subscriber number to 1 million. Sirius has deals with such automakers as BMW, DaimlerChrysler and Ford and rental company Hertz.

Sirius stock is up more than 7% in early trading this morning, at $3.23.

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