The World: New York - Sirius bolsters sales department with Benrubi

Sirius Satellite Radio has announced the hiring of Sam Benrubi as its senior vice-president of advertising sales and Stephen Smith as its vice-president of advertising sales.

The pair will head the sales teams on Sirius' talk and sports shows.

The broadcaster aims to keep its music channels advertising-free.

In October 2004, Sirius signed the US DJ Howard Stern in a multimillion-dollar five-year deal. Although Sirius will run advertising on Stern's show, it will be less than the amount that currently airs on his Viacom radio show. In the US, talk stations can air up to 16 minutes of commercials per hour.