StarHub is no stranger to competition, having been the new telco in town when it launched back in 2000. But this year’s challenge was a different one, as it geared up for the launch of a pay-TV service from arch-rival SingTel. Tham Loke Kheng, StarHub’s Senior Vice President of Content and Marketing outlines their marketing efforts Overview StarHub offers a full and diverse range of information, communications and entertainment services over its advanced fixed, cable, mobile and Internet platforms. StarHub Digital Cable currently carries a full suite of quality international channels of news, movies, entertainment, sports, music and education, and seven local free-to-air channels. The digital platform, launched in May 2004, also allows customers to enjoy interactive applications and advanced features. In addition, StarHub launched Southeast Asia’s first commercial High Definition Television service (HDTV) earlier this year.