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Source:
www.mda.gov.sg |
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Singapore Gears up for High Definition Television |
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Singapore is set to welcome the arrival of
High Definition Television (HDTV) with the start of trials in June and a
series of publicity initiatives and consumer activities to educate the
public on the benefits of HDTV. |
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This is part of the efforts by the Media
Development Authority of Singapore (MDA) to speed up the deployment and
adoption of HD technology nationwide as the media and entertainment
industry shifts to digital technology. |
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HD is the top digital standard in the
broadcast and display of premium quality TV programmes. It provides an
almost cinematic experience with sharper, clearer and more life-like
pictures and enhanced sound. |
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¡°The MDA is actively working with industry
players to provide quality HD content and services on multiple media
platforms in Singapore. The trials are an important step in bringing a
superior media experience to Singapore whilst allowing service providers
to explore viable business opportunities as they harness HD technology
to provide consumers with wider choices and better quality services.
HDTV technology also presents us with tremendous potential to position
Singapore at the forefront of the media sector, both in the region and
globally,¡± said Dr Christopher Chia, MDA¡¯s Chief Executive Officer. |
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Come June 2006, StarHub and MediaCorp will
roll out the first HDTV trials in Singapore via their digital cable and
terrestrial platforms respectively. This makes Singapore the first
country in Southeast Asia to conduct such HDTV trials. |
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StarHub is the official broadcaster of the
2006 FIFA World CupTM in Singapore and has acquired the telecast rights
of all 64 World Cup matches. From 10 June to 10 July 2006, 1,000
StarHub¡¯s HDTV trial participants can enjoy 64 ¡®live¡¯ World Cup matches
in high definition format. |
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Fifty-six of these matches will be telecast
on Channel 300, and the remaining eight simulcast matches will be
carried on the supplementary HDTV trial channel, Channel 301. After the
World Cup season, participants of StarHub¡¯s HDTV trial will enjoy up to
two channels of HD content on genres such as documentaries and
entertainment. |
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"StarHub is glad to be working with MDA to
be the first in Southeast Asia to offer a public HDTV trial. We have
timed the launch of our trial to coincide with the much-anticipated
World Cup, so that StarHub's World Cup customers will be the first in
Singapore to enjoy the crystal clear video quality, cinematic sound
effect and catch more of the action on the pitch with a wider screen,"
said Mr Yong Lum Sung, Chief Operating Officer, StarHub. |
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StarHub has invited its residential
cable TV subscribers to take part in the trial. Trial participants
must have a current cable TV subscription including the 2006 FIFA
World Cup Pay-Per-ViewTM package, use a digital set-top box and own
a HD-ready TV set. |
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In addition, some commercial outlets
will also be taking part in this trial. These outlets are those
connected to StarHub's cable network and subscribing to StarHub's
World Cup package. |
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MediaCorp will launch its HDTV trial on
18 June 2006 over its new terrestrial Channel 38, with the Hollywood
blockbuster, The Lord of The Rings: The Two Towers. |
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During its six-month trial covering
1,000 households, 10 community clubs and retail outlets, an average
of 14 hours of HD content per week will be telecast during primetime
hours of 7 pm and 11 pm. These will comprise locally produced and
acquired programmes, as well as simulcasts of Channel 5 programmes
which will be upconverted to HD format. |
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Said Mr Chang Long Jong, MediaCorp
Deputy Group Chief Executive Officer (Television), ¡°We are proud to
be working with the MDA to be the first in Southeast Asia to launch
a HDTV terrestrial trial. We look forward to the trial as an
important step for us to offer a better viewing experience for
Singaporeans as well as a chance to explore new business
opportunities,¡± |
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¡°As the media industry makes the
transition to digital technology, MediaCorp will also be investing
in new equipment and upgrading skills to produce our popular local
shows in HD.¡± |
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Getting Singapore ready for HDTV |
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To prepare for the arrival of HDTV and
educate Singaporeans on its benefits, the MDA is organising a series
of activities in collaboration with partners to reach out to the
local community. Members of the public can find out more about HD
technology, events, and the types of HD-ready equipment available in
the market on the website,
www.hdtv-trial.sg. |
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In addition, an informational pamphlet
on HDTV was specially produced as handy reference guides for the
public. These pamphlets are available at partnering manufacturers¡¯
and retailers¡¯ outlets as well as libraries and Community Clubs/Centres.
The pamphlet is also available at
www.hdtv-trial.sg |
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Complementing information provided on
the website and pamphlet, MDA, with industry partners Mega Media and
Dream Forest, has co-produced HDTV educational videos to explain the
benefits of HDTV. Shot in HD format, the two videos will be used and
showcased at upcoming HDTV exhibitions, roadshows, showcases and
seminars. |
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A HDTV seminar aimed at ensuring sales
staff are prepared to answer questions that consumers may have on
HDTV, was held on 10 May 2006. This was in collaboration with the
Singapore Retailers Association (SRA), Digital Media Academy (DMA),
and Mega Media Technologies. This seminar was attended by some 50
sales personals. |
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From June till December, the MDA will be
setting up HDTV showcases at selected libraries, Community Clubs/Centres
and the Singapore Changi Airport Terminals One and Two, to bring the
HDTV experience closer to the masses. See Calendar of Events in
Annex A*. |
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Trials and outreach programmes aside,
the MDA has also encouraged local producers to come forward with
compelling ideas for more quality Made-by-Singapore programmes to be
shot in HD format. MDA had already partnered with producers like
Bang Productions, Mega Media and One Take Production to produce such
HD programmes, and is continually working with local producers to
produce more HD programmes. |
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Under the partnership with Mega Media
and New York-based Rainbow HD Holdings announced last year at MIPCOM,
about US$20 million worth of HD programmes are being produced for
first airing on Rainbow HD¡¯s VOOM HD Networks, the world¡¯s largest
and most diverse suite of HD channels. |
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Infinite Frameworks, Singapore's leading
post-production company, has acquired a Millenium II telecine that
will enable content such as short films, feature films, and
documentaries to be scanned from a film source to a HD mastering
format. |
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Source:
www.mda.gov.sg News Release 31
May 2006 |
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* There was no Annex A at the end of the
Media Release. |
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FrontPage Edition: Fri 2 June 2006
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