Almost immediately after the press conference that made Russo a Sirius employee, the hype machine started. Here is the first promotional video for the new “Mad Dog Sports Show” at channel 123 on your Sirius Satellite radio dial….

I honestly thought that they were just hiring the guy to add content, but the newly formed Sirius-XM is seriously re-branding the whole Sports Department around him. Sirius channel 123 and XM channel 144 will be dubbed “Mad Dog Radio” and the above mentioned “Mad Dog Sports Show” will be simulcast on both channels from 2-7pm every weekday. It will be the first program broadcast on both of the newly merged satellite companies.

I’m a bit anti-satellite radio, so I probably won’t be checking out the show. If you own one be sure to email me with your thoughts after the debut on Monday, September 15th.

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