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Exclusive content sharing to take place from August

Come 1 August, SingTel mio TV subscribers will have access to any new exclusive programmes offered by StarHub and vice versa.

This comes with the implementation of the cross-carriage measure, first introduced by the Media Development Authority on 12 March 2010.

It calls for pay TV retailers, who have acquired any exclusive content on or after 12 March 2010 to offer it to other subscribers through the set-top boxes of other qualified pay TV retailers.

Said MDA, "The measure is aimed at fostering a vibrant pay TV market to the benefit of consumers and industry."

Since the cross-carriage measure was introduced, retailers have introduced over 20 new channels, with more channels available on more than one platform now, said MDA.

With this new ruling, pay TV retailers must ensure consumers subscribing to exclusive content receive it within five working days. The content must be cross-carried in its entirety and in an unmodified and unedited form.

Pay TV retailer must also publish and maintain the list of exclusive content on their websites and viewing guides, with the same price offer to all consumers.

(For full details on changes to the Media Market Conduct Code, refer here.)

It remains unclear, however, whether any programmes will be immediately affected by the cross-carriage ruling. No significant deals have been announced since the measure was introduced.

Most exclusive content was secured through multi-year contracts before the cross-carriage announcement.

When the initiative was first announced -- after SingTel won the bidding for the exclusive rights to broadcast the English Premier League, leaving StarHub's customers with no choice but to forgo watching the EPL or subscribe to SingTel -- consumers applauded the move.

Content providers, however, were up in arms. They criticised the move as heavy-handed and said it violated Singapore's international intellectual property obligations.

The MDA then embarked on three rounds of extensive consultations to fine-tune the proposal before going ahead with the initiative.

MDA will review the ruling triennially and when market developments warrant a review, said the authority.

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