StarHub partners with Mindshare for web TV platform

By laying the foundation via an internet TV platform, the cable TV operator aims to extend its distribution platform and provide local, original content. 

The project will be funded partly by the Media Development Authority (MDA) at the same time garnering support from advertisers.   

Mike Rich, CEO of Group M ESP in Singapore, believes that the reasons for launching the web TV in Singapore was because it is the way forward and sooner or later all brands will begin to channel messages via this medium.

"Both Mindshare and Group M have had extensive experience in mature markets like China which has demonstrated an active adoption of brand messaging via the internet medium. Through our experience in such markets and understanding the production process, we believe we will be able to design content for this new medium," he added.

Internet TV has already promised several advantages over traditional TV including live-ad streaming, relevant messaging, spot buy opportunities for advertisements depending on the popularity of the programmes, quicker distribution, local programmes, lower cost base for production as well as less production time.

The only question which remains is the convergence of the old with the new and adoption on behalf of the market, particularly in Singapore.

"No doubt countries like China, Japan or Korea are miles ahead in terms of high speed internet connection; however, the launch of web TV was spurred by StarHub's commitment to develop the web TV platform by installing fibre optic technology by next year and offering its web TV in the coming months," says Rich.

Responding to the adoption of the web TV on behalf of the consumers and indeed the brands, Rich says, "We believe that traditional advertising will become obsolete sooner or later and it will become incumbent on brands to convey message in the new format."