Southeast Asia: StarHub digital upgrade puts 11 new channels on offer

The service will allow StarHub to offer 61 channels of programming, compared to the 50 channels currently on the analogue service.

The 11 channels include Turner Classic Movies, ABC Asia-Pacific/Australia, Discovery Health, Discovery Science, Discovery H&L, E! Entertainment, Soundtrack Channel and ESPN Star Sports Cricket. There are plans to add more channels to the digital service in future.

Said Patrick Lim, StarHub's advertising sales director: "The launch of Digital Cable also provides additional advertising platforms. With the introduction of new features and interactive applications, marketers are able to reach out to potential customers through banners on applications such as the 'info bar' and on-screen TV."

Viewers will be able to take part in polls and contests via SMS while watching selected TV programmes. An info bar will allow viewers access to deeper information. For example, viewers can get synopses and cast lists of the programmes being aired.

StarHub currently has a penetration rate of 38 per cent of Singapore's households. Its major advertisers include Asia-Pacific Breweries, Procter & Gamble and Unilever. With this new digital service, it hopes to increase its subscribers to between 60 and 70 per cent of households, said Yong Lum Sung, StarHub's chief operating officer.

According to Mark Bowling, director of research and strategic planning at Starcom Singapore, digital TV launches around the world have had a mixed reaction. "(This is) usually due to one or more of these factors: the mix of stations, accessibility of the service, and added-value services.

StarHub will need to provide a tangible benefit from its digital package for existing subscribers to upgrade, and distinctive reasons for non-subscribers to sign up. With household penetration of cable at a plateau, this challenge is made even greater."