xmsr

WebProNews reports on a rumor that Google Inc. (NASDAQ: GOOG) is proposing to take over Sirius Satellite Radio (NASDAQ: SIRI). This rumor originated with Zachary Rodgers on ClickZ who posted: "A high profile source is pretty convinced ol' Goog is on the verge of snapping up Sirius Radio."

While such a merger would benefit Google, which is looking for a satellite outlet for its dMarc/AdWords radio advertising technology, there is little likelihood that Sirius would cooperate. After all, it's trying to get approval to merge with XM Satellite Radio Holdings (NYSE: XMSR).

I think this rumor is amusing, and if Google wants Sirius to use its technology to serve radio advertisements, it could just wait until after the merger and try to sell it to the new company. It's hard to see why buying a money losing company for, say, $5 billion just to sell it some technology would generate a positive return for Google shareholders.

Peter Cohan is president of Peter S. Cohan & Associates. He also teaches management at Babson College and edits The Cohan Letter. He has no financial interest in the securities mentioned.