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SINGAPORE : StarHub has launched its own Video-On-Demand service, hot on the heels of an earlier version launched by SingTel in July.
Dubbed Demand TV, the new service aims to offer a broad variety of programming to subscribers.
StarHub intends to offer two categories for its Demand TV. These are a Video-On-Demand service for the purchase of movies, single episodes, or television series, as well as an On Demand Channel which offers unlimited access for a monthly fee.
The new service goes head-to-head with SingTel's mio TV Season Pass service, which also offers access to episodes or television series.
StarHub said its move is not in reaction to SingTel, but rather to focus on customer needs.
Patrick Lim, head, Cable TV Services, StarHub, said: "We always believe that we should bring more content, more convenience and more control into the hands of our customers.
"If you see the spread of the programmes that we have, catering to all aspects of our customers, you'll find that this is definitely not a reaction."
Market watchers said that StarHub is likely to come out on top in the Video-On-Demand race, given its more diversified customer base, which includes a sizeable fan base of Asian language offerings.
Kenneth Liew, senior market analyst, IDC Asia Pacific, said: "The current subscribers already subscribe to maybe Hong Kong drama serials of Taiwanese channels.
"So the existing family members - like housewives and older folks - they will actually use such services to watch the latest Hong Kong dramas or Taiwanese dramas, as opposed to mio TV which is more appealing to Internet-savvy users."
Currently, StarHub said it has 511,000 households tuned in as subscribers, which is a penetration rate of 45 per cent amongst the homes in Singapore. - CNA/ms
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