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As of yesterday, Singapore Telecommunications (SingTel)  announced its entry into the pay television market, offering an Internet protocol-based service to challenge the monopoly of rival StarHub.

Quoted from  SingTel’s Chief Executive for Singapore operations Allen Lew,  “The next generation of television watching has arrived. Customers have been calling for choice and flexibility in the pay TV market and now they have it.”

Starhub have being dominating the Pay TV industry in Singapore for years and with Singtel coming in to be second Pay TV provider, they’ve signaled their intentions clear by stating that it wants no less than to overtake StarHub and become the market leader. 

“We’re not used to playing second to anybody, especially not in this market. We are financially responsible. We will get to number one position within a reasonable time, but I can’t tell you when that will happen. We have our own internal targets for that,” Lew says. 

The new mio TV service subscription charges starts at just S$15 a month (before GST), feature 33 channels and they will start today. It will also offer high-definition television, or HDTV, content, giving a clearer, more vivid picture and could reach 85 percent of Singapore households.

In addition, SingTel has successfully inked an unprecedented output deal with Sony Pictures Television International that brings viewers Sony’s upcoming slate of feature films at the same time as the DVD release and before they are seen anywhere else on TV. 

mio TV will also be among the first in the world to introduce on-demand channels to the Singapore market.

This option allows viewers to choose from up to 25 selected movies for unlimited viewing for only S$12 per month. This means movies, anytime, for as low as 50 cents each. 

via [channelnewsasia]

Finally there’s a competitor for Starhub, after years of domination and their subsequent price hike, I hope that the $30million project from Singtel will provided stiff competition such that we the consumers, can enjoy better content and perhaps lower subscription fees.

To view more info for the mio TV, please head on down to this mio at Singtel.