In the late 1990s, the public started to complain about how dull traditional radio became as the business experienced consolidation, and radio organizations streamlined their operations. Too many stations seemed to sound the same, and many adults simply tuned out, spending less time per week listening to the radio than they did in the 1980s, according to Arbitron Inc. The advent of excessive advertising, chatter, poor reception, and repetitive playlists drove listeners away. However, entrepreneurs saw an opportunity to provide new types of radio services via satellite, cell phone, the Internet, and digital technologies to lure listeners back to the radio medium. Industry analysts believe that people will always want radio because it provides a venue for new music and timely information. While many people use their MP3 players to listen to music, eventually, that content becomes boring because they know exactly what is there. Radio, on the other hand, has the potential for surprise. Satellite radio, in particular, offers a very wide range of programming, and simply tuning into XM Radio or Sirius Radio is much easier than using an iPod. The stations offer a considerable depth of programming, providing stations that play old-time jazz or country music and even unsigned artists. Users' experience with satellite radio depends on where and how they listen, however, and there is the cost of equipment and subscriptions to consider as well.