The University of Pennsylvania's Wharton business college this week launches "Business Radio Powered by the Wharton School," on pay-radio's Sirius Channel 111, where the school's headline scholars will interview corporate CEOs, comment on stock and economic degvelopments and offer subscribers how-to advice on starting, running and cashing in on businesses, in shows broadcast 24/7 -- including an average five hours scheduled new content each workday, which they hope to boost to 8 hours a day soon, with playbacks on-demand.
Nevermind that Bloomberg, CNBC, Fox Business and other networks already offer business radio and relentlessly query Fortune 500 bosses, investors who own them and disruptors who would replace them. Wharton can uniquely slake the business public's "thirst for expert information on the fundamentals of running a business successfully," says Scott Greenstein, SiriusXM president and Chief Content Officer, in a statement offering "direct access to some of the brightest minds in business today." It's a "unique avenue to disseminate creative cutting-edge programming," adds Wharton Dean Thomas S. Robertson, who plans to step down in favor of newly hired Australian Geoffrey Garrett this summer.
"This is not CNBC or Fox Business Network" -- not for breaking news -- said SiriusXM spokesman Patrick Reilly -- though he promised "very, very timely" guests and topics. For example? During the "soft launch," host operations and information management Prof. David Robertson reported on how SXSW "has become a showcase for much more than just music." Comcast executive vice president David L. Cohen (who is also chairman of Penn's trustees) was on to talk about the company's planned takeover of Time Warner Cable, Reilly added (revised).
What's the business model? "This is not a money-making venture for Wharton. We view it as part of our mission to disseminate business content and to build our reputation as the authoritative source of business knowledge," while "SiriusXM seeks good content because their business model is based on subscriptions," Brandon Lodriguss, of Wharton's Innovation Project, which is overseeing the effort, told me.