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Ready Commercial Testbed For Digital TV Applications

Dated: 1 December 2004

Singapore-based technology companies will find it easier to secure a digital cable platform to deploy their applications that they have developed to support interactive services such as games, advertising and enhanced information for TV shows on digital cable TV.

The Digital TV (DTV) Applications Initiative, a partnership between StarHub and the Media Development Authority (MDA) of Singapore, was announced at the opening of the Asia Media Festival today.

With this first-ever partnership between StarHub and the MDA, companies seeking to bring applications they have developed to the market will be assured of a local customer and partner upon successful application.

Under the programme, companies can seek funding support from the MDA through its Digital Technology Development Scheme. At the same time, StarHub will assess the technical and commercial viability of the applications to run on StarHub CableTV's digital platform. In this way, successful applicants will enjoy the assurance of a confirmed customer-platform for their final product right from the very start of its development.

StarHub revolutionised TV viewing experience for local consumers with the launch of StarHub CableTV's Digital Cable services on 29 May 2004. Its customers no longer have to remain as passive viewers with the introduction of features and interactive applications such as Chat, eTV (enhanced TV), Games, Video Mosaic, Onscreen TV Guide, Auto-Tune and many more.

"StarHub is glad to do our part to help grow the digital technology industry in Singapore. We are also excited and looking forward to working with local companies to provide new features and interactive applications that will provide even greater benefits to our Digital Cable customers," said Ms Sandie Lee, Senior Vice President, Cable TV Services, StarHub.

Mr Seto Lok Yin, Director, Industry Development at the Media Development Authority, said digital TV brings with it new features and possibilities previously not available with traditional, analogue TV. Aside from the improved picture and sound quality, new applications can be deployed to engage, entertain and inform the viewer.

He added, "With the growing interest from the industry in developing applications and content for the digital platform, the MDA welcomes the opportunity to work with key industry players like StarHub to provide more avenues for Singapore companies to develop innovative products and services. This is part of our efforts to develop the digital media industry in Singapore."

StarHub-MDA Digital TV (DTV) Applications Initiative is the latest of the MDA's efforts to introduce and develop new technologies to support the growth of the Singapore media industry.

Earlier, in November 2003, the MDA partnered with the Infocomm Development Authority of Singapore (IDA) to develop the digital cinema industry, working with Eng Wah Organization to turn 20 of its cinema screens digital. And in June this year, the MDA announced plans to offer digital radio to Singapore households, in collaboration with MediaCorp Radio and Robert Bosch (SEA).

For media queries, please contact:
Ms Caitlin Fua
Assistant Manager
Corporate Communications
StarHub Ltd
Fax: (65) 6721 5015

Ms Tan Poh Cheng
Asst Director, Corporate &Marketing Communications
Communications Division

Ms Yvonne Poh
Asst Manager, Corporate &Marketing Communications
Communications Division

About StarHub
StarHub is a Singapore-based info-communications company providing a full range of information, communications and entertainment services over fixed, mobile and Internet platforms. It operates its own nation-wide broadband network that delivers multi-channel cable TV, data, voice and Internet access. StarHub added Digital Cable to its cable TV offering in May 2004 and will have its cellular 3G network ready by end 2004. StarHub was listed on SGX-ST in October 2004.

Driven by a passion for listening and providing what customers want, StarHub endeavours to bring affordable and premium quality services with innovative and useful features to all its customers. StarHub raises the level of competition in Singapore, challenging others as well as challenging itself, to constantly introduce new world-class services at competitive prices. This unwavering commitment will further strengthen Singapore's position as a leading info-communication hub in the region. Visit StarHub at for your communication needs.

About the Media Development Authority of Singapore
The Media Development Authority of Singapore (MDA) aims to develop Singapore into a global media city. Its Media 21 strategy seeks to create a vibrant environment for the industry and public via five key thrusts: establish Singapore as a media exchange;export 'Made-by-Singapore' content;internationalise local media companies;nurture local media talents and develop digital media.