- Maiden Project, MTV Asia Awards, To Kick-Off In January 2003 -
Singapore, 31 October 2002 – StarHub, Singapore’s leading info-communications provider, today announced its collaboration with MTV Asia. This strategic alliance will build on StarHub’s recent success in the youth market.
StarHub Mobile and MTV Asia will launch an all-new mobile and entertainment lifestyle package targeted at youths, and the young at heart, in January 2003. This is a brand new concept that both companies are confident will be an instant hit. More details will be provided closer to the launch date.
In August 2002, StarHub Mobile launched two new price plans (PowerChat 100 and PowerChat 300), specifically targeted at SMS/MMS centric customers, especially the youth segment. These new mobile plans, personified by Mr Unstoppable, offer a bundle of 600 free SMS per month. In addition, the Company's CableTV and broadband access services, MaxOnline, are already popular with the youth.
Just two months after the launch of the PowerChat plans, StarHub has seen a more than 300% surge in take-up from the youth segment. StarHub’s rapidly expanding base of young consumers will see accelerated growth as the MTV collaboration gets into full swing.
Said Ms Tham Loke Kheng, Senior Vice President, Consumer Marketing, StarHub, "StarHub has a unique suite of products and services that fit the lifestyle and communications needs of youths today. Leveraging on our strength as a leading media and entertainment provider, StarHub is also able to capitalise on its exciting range of content to best connect and be relevant to our young customers."
"This collaboration with MTV Asia, a long-standing content partner, is the first of more partnerships to come. It is our strategic imperative to further leverage on existing partnerships that our CableTV business currently enjoys. We are thrilled to be able to extend the StarHub/MTV partnership into new and exciting areas. This will enable MTV's offerings to be made accessible to our mobile and online customers, " Ms Tham added.
Mr Peter Bullard, Senior Vice President, MTV Asia and Managing Director, MTV Southeast Asia said, "We are pleased to be working with StarHub on new avenues to innovatively entertain our viewers, reaffirming MTV’s premise in creating a 360-degree experience for them. From the eight 24-hour programming services and the five websites we have around Asia to the on-the-ground events like the MTV Asia Awards to the Licensing & Merchandising properties like the MTV Card and various MTV magazines, we strive to provide our audience with an all-access pass to MTV. Partners and sponsors are assured that the MTV experience is one that extends beyond the goggle box."
The first project that StarHub and MTV Asia will be embarking on is the MTV Asia Awards (MAA), which will be held on 24 January 2003 at the Singapore Indoor Stadium. Previously, as its CableTV partner, StarHub CableTV customers already enjoyed special privileges to this international event. Today, with this new partnership, the scope of the event is extended to the rest of the StarHub customer base. For example, on the mobile front, customers can download ring tones of nominated songs (mono and polyphonic ring tones) and MAA logo icons.
The forthcoming MAA will have six international and ten local categories open for voting. MTV Asia will be unveiling the list of nominees where five nominees will be short-listed for each award category and will be promoted on MTV’s six channels and online sites across the region. Viewers can cast their votes from 1 November till 31 December 2002. Voting will be done via SMS (open to all operators) or online. StarHub Mobile customers will get three times more chances than those voting through other networks. Participants will stand a chance to win coveted tickets to the MAA.
In addition, a portion of MAA tickets has already been reserved for StarHub customers. Details on how to get these tickets will be announced at a later date. On top of that, StarHub CableTV and Mobile customers will also have a chance to attend an exclusive MAA party.
Said Mr Chan Kin Hung, Vice President, StarHub Mobile, "StarHub has been making strong inroads into the youth market with our innovative range of services. This included the new PowerChat plans, SMS downloads and games, and recently, over 30 colorful JAVA games and MMS. By working with MTV Asia, we will extend and enhance our offerings to our valued mobile customers. Together, we will open a world of entertainment and communications opportunities to the youths and young at heart."
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