The ratings reflect the challenges Sirius Satellite Radio Inc. faces as a startup company that is launching a new subscription radio service. Considerable uncertainty remains regarding consumer demand for pay radio and the required marketing costs to attract and retain subscribers. The company will also require a material amount of additional funding before it reaches cash flow self-sufficiency. Sirius' delay in launching its service could increase these challenges. Sirius is one of two companies building a nationwide, subscription-based, satellite digital audio radio network. Satellite radio is vying to be the third radio broadcast band, along with AM and FM, and is designed to offer subscribers digital quality sound, coast-to-coast coverage, a broad selection of formats with up to 100 channels,
