With the introduction of SingTel’s IPTV, the fight for market share among the Pay-TV providers (StarHub Digital Cable, M2BWorld, MediaCorp’s MobTV, SingTel’s IPTV) will be focused on who provides better quality content.

In a bid to increase their share of the pie, Starhub and Singtel were bidding for rights to air the next season of EPL. Starhub eventually emerged as the winner. Starhub's digital cable is still holding out well as their content offerings are the widest. Singtel's IPTV launch will not likely shake StarHub Digital Cable’s subscription base in the short term.

The launch of HK's version of IPTV, "NOW Broadband" in Sep. 03, only caused i-Cable to lose 2% of its penetration gainst total Hong Kong population (30% to 28%) up until 05.
Source: AC Nielsen Hong Kong Media Index

As the market dynamics continue to change, consumers will benefit the most with wider options and better content. Consumers can enter into a richer digital experience with more interactive engagement. If IPTV could pull through with wider content and capture consumers, advertisers can benefit from another viable media option.

"My Paper" increased their circulation from 100,000 to 180,000 copies in a span of 5 months since their launch in June. Confidence is growing in SPH that they have increased in circulation. SPH also claims that advertisers have been getting encouraging responses.

My Paper actively woos their readers via Reader reward programmes and Promotions & Contests. To reach the younger audience, monthly movie reviews and exclusive tie-ups with film distributors like Shaw Organization, Buena Vista Columbia Tristar are a regular part of the paper.

To remain relevant and to increase ownership, the editorial team often encourage feedback from readers via sms/email on certain editorial stories.

SMRT released festive packages for the upcoming CNY season which are at 30-50% lower than regular buys.

Attractive packages include that of
>> In-train Panel Networks
>> Window Stickers
>> 12-Sheet Panels
>> Escalator Panels
>> Station Ambience

In SMRT's efforts to snare more of the festive advertising dollar, advertisers can ride on this opportunity to cut through the clutter efficiently.

During Oct., Ch U's cost effeiciency improved due to better performance of stronger titles for their Sunday Movies and 7pm Drama. The Sunday Movies are raking 8% ratings which are 30% higher than usual. There was even one title that had a double digit rating. The 7pm drama - Princess Hours, are also bringing in above average ratings of 8%.

While Ch U improves, Ch 8's ratings are suffering from its lack of strong programmes. Ch 5's cost efficiency managed to perform better due to more popular movie titles too.

There will be an increase in the cost of TV due to the festive loadings tagged with the season. CPRP is expected to increase by 10-15% although ratings are projected to improve.

Key highlights include:

"Project Superstar" on Ch U is expected to bring in high ratings as per previous season. Ch 8's current season of variety programmes are not faring well and ratings are likely to be similar until end of season. Festive blockbuster titles like "Lord of the Rings" & "Love Actually" will boost better performance for Ch 5.