Singapore – From 11 July 2007, StarHub’s pay-TV prices will rise by around 20% across its Basic Group and Value Pack subscription fees. Hardest hit will be sports fans, who from October face a minimum 40% hike as the cost of Basic Group plus Sports Group will rise from S$35 to S$49 (from US$22.70 to US$31.70) per month. This follows subscription hikes in other Asian markets, similarly blamed on rising content costs. In Malaysia, Astro recently raised rates by US$4.40 per month, the sports package costing a minimum RM54.95 (US$15.50) per month. Thailand’s True Vision charges 1,412.97 baht (US$43) for a similar package, and Hong Kong’s nowTV sports package costs HKD218 (US$28) on top of a PCCW broadband subscription. In Singapore, the introduction of the increases in two stages is intended to lessen the blow for consumers by StarHub absorbing the rise in sports costs for a few more months. The first rate adjustment will be introduced through a S$4 (US$2.60) increase in its Basic Group and Value Pack subscription fees.