New StarHub-MDA initiative to support the development of applications for deployment on StarHub CableTV's digital platform


Singapore, 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."


The 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).



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