UK channel ITV Choice will cease to exist in Singapore following the withdrawal. This follows a similar withdrawal of the channel from Hong Kong when its licence with NOWTV was not renewed as of 30 August 2013.

                      

“We are constantly reviewing our channel line-up to provide more value and fresh content for our StarHub TV customers. The review process takes into account factors such as the take-up of channel groups as well as the viewership of individual channels. In this instance, the decision was made to remove carriage of ITV Choice,” explains Ms Soo Hui, LEE, Head of Media Business Unit, StarHub, who adds that the operator will continue to provide UK fare for its viewers.  “Viewers can continue to enjoy the latest UK programming on BBC Knowledge, BBC Lifestyle and BBC Entertainment. We are always open to exploring possibilities of new channels with our content providers.”

ITV Choice issued a reply to viewer feedback on its Facebook page:

“Unfortunately the channel will no longer be available on StarHhub. Naturally we are disappointed; however we are looking into ways we can bring ITV Choice back to our viewers in Singapore. Please continue to check this page and our website www.itv-choice.com for updates. Thank you for your continued support.”

In March 2013, ITV Choice went through a major rebrand (including a name change from ITV Granada to ITV Choice) for its Asian and Middle Eastern feeds. Alongside a new name, on-screen presentation and promotional junctions, the channel also adopted a new colour picking logo that blends with the tone and colour scheme of the channel’s programmes.