StarHub, Mediacorp to merge platforms and simplify TV viewing

Customers have sent clear signals that navigation needs to be simpler.

StarHub is pushing to reshape Singapore’s crowded TV market by teaming up with Mediacorp to merge platforms and make content easier to find—a bid to keep local broadcasters competitive as viewing shifts toward streaming.

The integration tackles a core problem in a compact, high-penetration market: audiences jump between linear channels, apps, and multiple streaming services, complicating discovery and weakening engagement.

The combined platform will broaden access to premium programming, including the Premier League, more than 7,000 hours of live sports, and a catalogue of Asian dramas and entertainment shows.

Customers have sent clear signals that navigation needs to be simpler, StarHub CEO Nikhil Eapen told Singapore Review. The company expects the system to cut time spent switching between interfaces and standardise how content is presented across devices, he added.

Nikhil said the setup also gives broadcasters a more stable operating framework.

“When each platform runs separately, we duplicate workflows and lose sight of how audiences move across formats,” he said in an emailed reply to questions. “A single system allows us to track usage in one place and plan distribution with fewer operational gaps.”

The company expects the consolidation to strengthen advertising outcomes. Merging inventory across broadcast, digital, and streaming will give marketers more accurate reach estimates in a market where consumption has splintered across apps.

“Advertisers need reliable numbers, and fragmentation has made that difficult,” Nikhil said.

The shift comes as Singapore broadcasters try to hold ground against global streaming rivals with deeper catalogues and stronger network effects. The CEO noted that unified access has become essential in a market where viewers switch services quickly.

Over the next year, the company will focus on data integration, usage tracking, and advertising yield — metrics that will guide further consolidation across digital and linear platforms, he added.

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