StarHub to launch true video-on-demand

Juniper Foo | Aug 19, 2008

It's taken three years, but StarHub cable TV subscribers will finally get true video-on-demand (VOD) services starting Wednesday. Previously, the Singapore telco offered what it called near VOD, where subscribers could only tune in every quarter hour for their show selection to begin.

True VOD will quite literally put TV viewing control at customers' fingertips 24/7. Patrick Lim, head of Cable TV Services, Services & Solutions, stated at today's press briefing that "near VOD was a good indication to us to open up a wider range of content… Today's customers really want control and convenience". Though Lim declined to divulge figures, StarHub's Q2 2008 report back in June disclosed that Pay TV revenue had jumped 25 percent to S$102 million from S$82 million, with the customer base up 3 percent to 511,000. Unspoken as well is the fact that there's keen competition in the form of SingTel's mio TV, albeit transmitted via IPTV.

Among the more obvious changes affecting customers tomorrow will be the HubStation settop box. Previously for retail (at S$599.20 with GST, no contract), this will now be offered for rental only at S$8.45 (with GST) per month. Lim explained that this is intended to make the hardware more affordable and accessible to the public.

What's free: For a limited period as well, those wishing to trial the HubStation can do so for free till end September.

Content-wise, there will be two categories of on-demand services: VOD for one-off purchases, and On Demand Channel for unlimited library access at a flat monthly subscription. Take heed that you'll still have to subscribe to at least three Basic Groups before taking on additional channels or packages.

Video-On-Demand
StarHub Digital Cable customers can make purchases on standalone single programs that will include Barclays Premier League (BPL) matches, WWE Monthly Specials such as WWE SummerSlam 2008 and WWE Unforgiven, and movies ranging from Hollywood productions such as The Vantage Point to Bollywood outings like Rama Rama Kya Hai Drama.

For TV series, subscribers can buy by episode or by season of exclusive CBS titles CSI and Numb3rs as early as 24 hours after their US releases. Viewers can also choose to catch up on past seasons of selected CBS series. Aside from CBS shows, StarHub said it is in talks with other studio offerings but wasn't able to reveal details for now.

Fans of Asian dramas will also have lineups from Korean to Hong Kong soaps; the latter to be aired in both Mandarin and the original Cantonese tracks.

Caveat: Note that viewers have 24 to 48 hours for episode and standalone program purchases, and a month for an entire season. The clock starts the moment you click to watch.

What's free: Some TVB and Taiwanese dramas will be offered on a complimentary basis, while the first episodes of the Asian dramas will be available free for preview.

Content		Price (before GST)
Movies	Hollywood movies	S$3.50 - S$5
	Malay / Indonesian movies	S$5
	Tamil / Bollywood movies	S$5
Sports	WWE Monthly Specials	S$12
Sports	BPL matches	S$3 per match
TV series (Asian)	TVB dramas	S$1 per episode
	Taiwan dramas
	Korean dramas
TV series (English)	Pre-cable & exclusive from CBS	Prices to be revealed in September

On Demand Channel
On Demand Channel, another service of Demand TV, is purchased on a monthly subscription basis. However, unlike VOD which is transactional online, you have to call a hotline to effect your purchase.

Five On Demand Channels will be available: Disney Channel @ Play, VV Drama On Demand and TVBJ On Demand, a brand new dialect channel Ruyi Hokkien Channel On Demand, and BPL On Demand. The latter will be added to StarHub’s existing Sports Group so viewers subscribing to the group can have greater control over their viewing of BPL matches and, at the same time, incur no additional cost.

StarHub will continue to augment its Demand TV offerings after August with HBO On Demand.

What's free: Customers subscribing to HBO Pak (HBO, HBO Family, HBO Hits and HBO Signature) get to enjoy HBO On Demand free when this becomes available.

Content	Price before GST
HBO On Demand--to be launched at later date	Free to HBO Pak subscribers (HBO Pak comprises four other HBO channels: HBO, HBO Family, HBO Hits & HBO Family. S$16 per month)
BPL On Demand (4 matches per week, same day delayed)	Free to Sports Group subscribers (Sports Group comprises 11 other channels: ESPN, Eurosport, Eurosportnews, Football Channel, Goal TV 1, Goal TV 2, Golf Channel, Sports HD, STAR SPORTS, SuperSports & SuperSports Plus. S$25 per month)
Disney Channel @ Play	S$4 per month for Kids Basic Group subscribers
VV Drama On Demand	S$4 per month for VV Drama subscribers
TVBJ On Demand	S$4 per month for TVBJ subscribers
Ruyi Hokkien Channel On Demand	S$6 per month