SiriusXM, Howard Stern Make Sure A Hot Controversy Doesn’t Go To Waste.

Whether the end of Howard Stern’s long run at SiriusXM is finally at hand remains an open question, at least publicly, but the two sides seem determined to make sure the drama is being milked for all it’s worth, at least until Sept. 2.

SiriusXM on Wednesday aired a tongue-in-cheek promo highlighting the speculation that it could part ways with the 71-year-old “King of All Media,” whose five-year deal with the satcaster is ending this year. While Stern’s deal, which is worth an estimated $100 million annually, is still technically ripe to be renewed or extended, sources tell the U.S. edition of The Sun that the groundbreaking broadcaster is not expected to return when his current five-year contract expires this fall.

On Wednesday, the promo began running on SiriusXM to tap into the drama over Stern’s future. “The tabloids have spoken: Howard Stern fired, canceled, is it really ‘Bye-Bye Booey’? Chaos is swirling at The Howard Stern Show,” intoned a narrator. “Did staffers talk to the press? Are writers withholding their best jokes? Nobody knows what’s going on or who to trust.”

The promo continues: “Now we can reveal all the questions will be answered, all the truths will be told by the one man truly on the inside,” the audio says. “Howard Stern will speak Tuesday September 2.”

While SiriusXM reportedly plans to make an offer, insiders say the company has no real expectation that Stern will accept. “Sirius and Stern are never going to meet on the money he is going to want,” one source told The Sun, adding that “it’s no longer worth the investment” to keep paying the reported $100 million-a-year salary.

SiriusXM will reportedly try to negotiate a deal to retain Stern’s extensive audio library, but the daily show appears to be winding down. “There’s no way they can keep paying his salary,” another source told the outlet.

The Stern contract comes against the backdrop of some challenging times for SiriusXM, whose consumer-facing app has underperformed while it has remained stuck at around 33 million subscribers over the last few years.

Publicly, SiriusXM executives, frequently asked about Stern during media appearances, continue to highlight him as a one-of-a-kind talent. At the same time, they’re expanding the roster with the likes of Alex Cooper, Stephen A. Smith, Trevor Noah, the Smartless team, and recent additions such as the Morbid true crime podcast. SiriusXM now manages its stars on multiple platforms.

“When a creator’s reach suddenly expands, such as Mel Robbins’ show, which is up more than 500% year-over-year, or Conan O’Brien adding full-length podcast video on YouTube, we are able to quickly and effectively monetize that growth,” SiriusXM CEO Jennifer Witz said on a July 31 earnings call.

SiriusXM is also tightening its belt due to reduced ad revenue, which is down 2% on a year-over-year basis. It’s also cutting its tech and product workforce by 10% to “operate more nimbly,” CFO Thomas Barry stated.