Sirius XM and Pandora unveil cross-platform programming station

Sirius XM and Pandora have launched their first cross-platform collaboration since the satellite radio company acquired the online audio platform in September. The new interactive channel, called Pandora NOW, will be available on both of the audio services starting today.

Pandora NOW is backed by listener data from Pandora. All of its users can influence the programming algorithm for the station, with the option to skip tracks they don’t like and to give songs a thumbs up or thumbs down. It will cover Pandora’s most listened-to and fastest trending tracks from genres including pop, hip-hop, R&B, dance, and Latin.

On Pandora, this channel will appear as both an interactive station and playlist. Pandora Premium subscribers can also access it as a continually updated playlist. Sirius XM listeners can tune in to Pandora NOW through Channel 3.

“Pandora NOW will be an amazing new experience for both SiriusXM and Pandora listeners,” said Scott Greenstein, Sirius XM’s president and chief content officer. “We’re excited to combine, for the first time, the wealth of Pandora listener data with the proven curation expertise of our SiriusXM team to give our combined 100 million listeners a truly unique and unprecedented listening experience. Not only will Pandora NOW give listeners exclusive, up-to-the-moment access to the music people are streaming on Pandora the most, but it will let music fans influence which songs are played.”

Anna Washenko