StarHub Realigns and Rebrands TV and Video Content with the Launch of 'STARHUB TV'

Singapore, 17 September 2008 – A new look, feel, navigation and experience awaits StarHub customers as the innovative info-communications provider streamlines its entertainment content brand across cable TV, broadband and mobile platforms from 19 September 2008.

Sporting a new logo, StarHub will roll out the new StarHub TV brand across several of its service lines to maintain consistency in look and feel so that customers will be able to easily identify the company’s comprehensive suite of TV and video content.

1. From 19 September 2008, StarHub Digital Cable will be rebranded StarHub TV across all its linear channels, and in all print and broadcast advertising platforms;
2. i.View, StarHub’s value-added service offering cable TV content over its broadband network; and ;Play Video, StarHub’s legal video download service for MaxOnline customers will also be rebranded and marketed under the new StarHub TV Online product brand;
3. StarHub’s MobileTV Xtra, its value-added service for StarHub Mobile post-paid customers, which offers streamed mobile content, will be renamed StarHub TV on Mobile.

The ultimate aim of the initiative is to enhance all StarHub TV platforms with a consistent and unified user interface so that customers will be able to recognise and access the content they want faster and easier than ever before, regardless of whether it is over the television screen, the monitor screen or the mobile screen. Content will be aligned according to genres across all ‘three screens’, so that customers get simply, direct access to the content they are most interested in.

Said Ms Iris Wee, Head of StarHub’s Marketing, “As the market leader in pay TV content, we want to ensure that the whole breadth of content that we offer is easily and widely recognised regardless of which platform they are on. The consistency in look and feel and the similarity on navigation through our content will help boost the user experience of our customers across multiple screens and devices. They will have the simplicity to enjoy our wide and diverse range of pay TV content that meets all their lifestyle needs and demands without having to learn new ways to access it. They will have the freedom to view the content they demand any time, anywhere, seamlessly and easily.”

The new StarHub TV logo was conceptualised and developed in-house.

CTI TV Joins StarHub’s Mobile and Broadband Platforms

StarHub today announced that the popular Mandarin channel CTI TV will soon be available on StarHub TV Online and StarHub TV on Mobile platform from 19 September 2008.

CTI TV's Mandarin programmes are designed to reach out to the 1.2 billion Mandarin-speaking viewers around the world 24 hours a day. The channel not only provides excellent coverage on social, economic and lifestyle issues, it also brings you dramas, infotainment programmes and concerts. In addition, CTI TV provides unbiased news coverage as part of its programming.

For a summary of available channels on StarHub TV Online and StarHub TV on Mobile, please refer to Appendix A.

APPENDIX A