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Buenos dias, sports radio fans!

XM Satellite Radio plans 24-hour Spanish channel that will cover major sports events in Latin America and Mexico.

XM Satellite Radio has joined forces with noted Spanish sports commentator Andres Cantor to launch a 24-hour Spanish language sports channel targeting the Hispanic market.

The radio channel, scheduled to hit the air starting in July 2005, will cover all major sports events in Latin America and Mexico, including baseball and boxing. But the prime offering will be the detailed coverage of the 2006 FIFA World Cup to be held in Germany.

The Spanish language sports coverage on XM is currently limited to a weekday show, "Solamente Pelota," hosted by Major League Baseball veteran Orestes Destrade. Cantor's company Futbol de Primera, a syndicator of soccer programming for Hispanic radio, will produce the content for the channel.

The dedicated sports channel is the latest in a growing list of Spanish satellite radio channels launched by XM. Rival Sirius Satellite Radio also airs Spanish radio channels.

General Motors said it would be the presenting sponsor for the sports channel.

Engaged in stiff competition with each other, XM and Sirius have been exploring ways to improve their popularity. Recently, Sirius roped in style guru Martha Stewart to launch a women's channel. But so far, XM is ahead with 3.8 million subscribers.