This thesis examines the rise and fall of satellite radio primarily in Canada, but focuses on the U.S. situation when relevant to the study. To date, there has been little academic research done in the area of satellite radio, as it is a relatively new technology. This thesis is grounded in the theory of 'soft' technological determinism, stressing both the importance of technological and social factors in the implementation of any new technology. It comes to the conclusion that satellite radio never became an economically feasible product as it failed to compete with an already-well entrenched terrestrial radio market. The bulk of the digital market was taken over by what this thesis terms as the iRevolution (outlining the Apple technologies and digital/Internet radio options). Several factors surroundings its release and development by the respective companies led to it being introduced into an already-saturated market