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CABLE television subscribers here will soon have to pay more to watch their favourite programmes, with sports fans the hardest hit.
From July 11, StarHub will increase the subscription fees for all its pay-TV packages by $4 a month.
But those who subscribe to the sports package will have to pay an additional $10. The monthly fee now is $15.
The new $25 sports subscription fee is likely to take effect from October.
StarHub cited the rising cost of content, which it has offered regularly at no extra cost, as the reason behind the hike.
Said its senior vice-president of cable, fixed and IP services, Thomas Ee: 'Most pay-TV operators around the world increase prices periodically, and StarHub has not done so despite a steady rise in costs over the years.
'It is impossible to continue absorbing the costs indefinitely, so we have no choice but to implement this rate adjustment at this time.'
StarHub says the delay in the price increase for its sports packages would help ease the pain for customers.
'We decided to introduce the price adjustments one at a time and to bear the increased sports costs ourselves for a few more months,' said Mr Ee.
This will be the first time since 1995 that StarHub is increasing its basic pay-TV subscription fees.
It translates to a $49 minimum monthly subscription for the basic group plus sports.
In Thailand, TrueVisions charges 1,412.97 baht (S$67) a month for a similar package. Malaysia's Astro has priced its package at RM54.95 (S$24) a month.
But many subscribers were still unhappy.
Businessman Ong Boon Teck vowed to cancel his subscriptions. He said: 'How can it be ethical for StarHub to increase the price when a lot of their customers are already under contract?'
Added another businessman, Leslie Yeo, 47: 'It's a monopoly where consumers are left with no choice, simply because StarHub is the only cable TV provider.'
Sports fans were among those who had plenty to say about the hike. They had already seen subscription fees for the sports package increase from $8 to $15 a month in October 2004.
Now, they face a $14 increment to get their sports fix.
Mr Ee said that the increase for the sports package was much higher because 'it would not be fair for non- sports fans to be affected by the escalating sports costs'.
Although no official figures were released, it was estimated that StarHub paid $246 million last November to buy the exclusive rights to screen English Premier League (EPL) soccer matches here for three years.
StarHub won the rights after a bidding war with SingTel and ESPN STARSports (ESS).
The deal gives StarHub exclusive broadcast rights to as many as 380 EPL matches on all three of its platforms - cable TV, mobile and online.
The $246 million is believed to be on the high side. ESS had reportedly forked out £100 million (S$300 million) to broadcast the EPL in more than 20 Asian countries for three seasons, starting from 2004 to 2005.
Businesses like pubs and coffee shops are unlikely to be spared. StarHub said it would announce sports packages for commercial outlets soon.
Currently, commercial outlets pay $400 for the first television set and $200 for every subsequent set.
tvoon@sph.com.sg
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