Enhanced Basic Tier to simplify proposition from September
No change for customers with Basic Upsize or active pay TV contracts before September
Singapore, 12 July 2013 – With an offering of over 200 channels, StarHub will be streamlining its pay TV packages to simplify its proposition for customers with effect from 1 September 2013. This will be done by merging the Basic Groups and Basic Upsize groups to form the newly enhanced Basic Tier. Accordingly, Basic Tier will become the entry-level group for price plan subscriptions and will adopt the same pricing structure as the current Basic Groups with Basic Upsize.
“With our constant efforts in enhancing our content line-up, the majority of our customers have opted to add the Basic Upsize to their Basic Groups. Hence, instead of drawing a distinction between our Basic and Basic Upsize groups, we decided to consolidate the two groups to simplify our proposition for customers,” said Ms Lin Shu Fen, Head of Home Solutions, StarHub.
Since the Basic Upsize groups were introduced in 2008, more than 25 channels have been added to the Basic Groups and Basic Upsize groups. In addition, StarHub TV customers get to enjoy both the multiscreen service TV Anywhere and the second screen app StarHub TV Buddy at no additional cost.
“Based on the feedback we have received, customers can also find it rather daunting to have to choose from 200 channels in one sitting. Hence, the addition of Basic Tier to our mainstay price plan is one of the ways which we are repackaging our content for ease of reference. Besides this price plan, we have also launched a new range of HD Packs (at $26.75 per month w/GST) and Combo Packs (from $43.65 per month w/GST) for customers to choose from. These TV Packs are tailored to different tastes and comprise channels curated by us. For example, Hollywood fans can opt for the Supreme Box Office Combo Pack for the best movies and entertainment content instead of mulling over the extensive price plan.” Ms Lin added.
The current sign-up process starts with a customer choosing from the seven Basic Groups, then deciding on the Basic Upsize option, followed by the Basic HD Upsize option, before finally selecting from more than 40 add-on options.
The introduction of the new Basic Tier reduces the sign-up process to three steps: customers only need to decide on the Basic Tier, whether to opt for the HD Upsize, and choosing the add-on options.
Ms Lin elaborated, “We are aware that a minority of our customers will experience an adjustment in their subscription plan as a result of this exercise. Customers can rest assured that we have prepared alternative options to help them manage this transition and that we will be in touch with them.”
All StarHub TV customers will be migrated to the enhanced Basic Tier on 1 September 2013. Customers subscribing to Basic Upsize groups will have the respective groups renamed to Basic Tier. Customers with active StarHub TV contracts signed and services installed before 25 August 2013 will not experience any changes for the duration of their contracts. Customers who encounter changes in their subscription plans will be offered options via direct communications.
Letters will be sent to all StarHub TV customers informing them of the exercise.