MEDIA-I: SingTel ready to trial interactive TV in Singapore

<p>SINGAPORE: Singapore Telecoms will launch a test run of its </p><p>interactive television (iTV) project in the coming months, with a view </p><p>to launching it commercially in mid-2002 when Singapore's pay-TV market </p><p>is opened to greater competition. </p><p><BR><BR> </p><p>Currently, only Singapore Cable Vision (SCV) is permitted to provide </p><p>pay-TV. </p><p><BR><BR> </p><p>The SingTel iTV service will be delivered through its broadband </p><p>network. </p><p><BR><BR> </p><p>If the service goes ahead, SingTel will offer consumers the option to </p><p>bundle their iTV subscription in with broadband web access. </p><p><BR><BR> </p><p>Andrew Buay, SingTel chief executive, multimedia, said: "The iTV service </p><p>has the potential to increase broadband penetration rates in </p><p>Singapore." </p><p><BR><BR> </p><p>SingTel has signed Columbia-Tristar, Sesameworkshop, Intertainer Asia </p><p>and MediaCorp as content partners. </p><p><BR><BR> </p><p>The initial service offerings include video on-demand, scheduled </p><p>programme channels, electronic programme guide, web access, email, home </p><p>shopping and information services. </p><p><BR><BR> </p><p>Gaming and interactive advertising will be added later after a trial, </p><p>which will involve 300 Singaporean residents. </p><p><BR><BR> </p>