Sirius' new slogan is "It's On."
It's part of an ad campaign that will include cable, print, and, Sirius says, spots on commercial radio. The announcement was made as part of a flurry of news from Sirius during this week's CES show in Las Vegas.
President Joe Clayton didn't disclose the campaign amount. He said the company's recent recapitalization should let it break even in 2005.
By the end of this quarter, Sirius expects 40,000 new activations, with roughly 300,000 total subscribers by the end of this year.