New York-based satellite radio operator Sirius Satellite Radio [Nasdaq: SIRI] is unveiling what it believes is the first national radio channel aimed at gay, lesbian, transgender and bisexual listeners.

Market research has found that people with alternative sexual preferences account for roughly 7 percent of the U.S. population, 13 million to 15 million people age 18 and above. In addition, research has discovered that 72 percent of gay men and lesbian women prefer products that are advertised directly to people with alternative sexual preferences. Sirius allotted one of its 100 programming channels to serve their listening needs.