Sirius Lands Tony Hawk

Sirius Satellite Radio [SIRI] just added skateboard champion Tony Hawk to its ever-expanding programming lineup. Hawk will become a host on “Sirius Faction,” a music channel dedicated to action sports enthusiasts. Hawk will broadcast from a custom-designed studio at his California-based practice facility.

The Hawk deal is the latest in a string of high-profile names Sirius has landed, a list that also includes rapper Eminem. These deals suggest Sirius is making a strong effort to capture a younger audience, and the signing of high-profile celebrities could be incremental steps in luring the biggest fish in the pond — shock jock Howard Stern.

There has been much industry speculation that Stern is eyeing the satellite radio market, which does not face the same regulatory oversight as do traditional terrestrial airwaves, and Sirius’ New York City base could give that company an advantage, as Stern currently broadcasts from there. If Sirius is able to demonstrate it can maintain a good working relationship with other named celebrities, it could be another incentive for Stern to make the jump.