TALK TV: The Tyra Banks Show is on today at noon on Sony Entertainment Television. -- PHOTO: SINGTEL

A SingTel spokesman said the take-up rate has been 'extremely encouraging' since its launch in July, but could not release figures.

She said this will be revealed in November when the telco announces its half-year financial results.

She added: 'People have been very keen to find out how the technology works and what content we are offering.'

Unlike a conventional TV broadcast, mio TV transmits its shows - from 33 channels - over a broadband connection using Internet Protocol TV (IPTV) technology.

The spokesman said SingTel has no plans to put out a TV guide like Telescope, the monthly publication by its pay-TV provider rival StarHub.

Presently, subscribers can track down schedule details of their favourite programmes from the mio TV website (http://mio.singtel.com/miotv/programme-guide.asp) or the on-screen electronic guide. There is also a free monthly content brochure available at all SingTel hello! stores.

From today, Life! will also carry the listings of three mio channels - Sony Entertainment Television (Channel 20), BBC Knowledge (Channel 30) and Video-on-Demand.

SingTel hopes that the take-up rate will grow as more people discover how mio TV works.

Compared to StarHub, which requires the customer to subscribe to a basic package deal of about 23 channels, mio TV channels are available 'a la carte', allowing the consumer to choose which channel or video-on-demand show he wants, as long as he meets the minimum charge of $16.05 per month.

Among those who have signed up for the service is businesswoman Jean Lim, 37.

Already a StarHub TV subscriber, Ms Lim said she was attracted to mio TV's pricing and flexibility. She has signed up for BBC infotainment and video-on-demand movie channels.

'To spend $16.05 a month is pretty good value,' the movie buff said.

Douglas Tseng

To sign up for mio TV, go to any SingTel hello! shop, selected retailers or log on to http://mio.singtel.com/miotv/default.asp