“Same old expensive price” was probably the first thing that struck many Singapore football fans when they heard today that StarHub is charging S$58 to watch live Euro 2012 matches in June.
The price, for early birds only, is only slightly less than the other football bonanza just two years ago – the World Cup. Back then, pay-TV viewers had to pay S$66 to get the live matches, prompting much unhappiness.
But this time, things may be a little different. And they could have a huge bearing on how expensive sports progammes will be in future.
For Euro 2012, viewers will be able to watch the matches without being tied to a StarHub contract. This includes SingTel mio TV subscribers who can now watch the matches through their existing set-top boxes. They will pay StarHub separately but the content will be piped through SingTel’s network without having them fuss over a new set-top box.
This is the first time this is happening because of a “cross carriage” ruling that the government regulator had hammered into place after the World Cup bidding fiasco in 2010.