Singapore’s cable operator, StarHub, has recognised people are spending less time in front of the television receiver and watching content on other screens. This has driven a new initiative called ‘Television Anywhere’. This enables StarHub TV customers to watch their favourite shows across multiple screens using their current subscription plan. The viewers will have access across Internet-enabled PCs, Macs, iPads or tablets via Internet TV platform starhubtv.com.

Initially, it will only cover up to 12 channels depending on the customer’s own plan but they can also access 600 hours of content on StarHub’s on-demand video store.

“The increase in ownership of multiple personal devices among Singaporeans, and the demand for entertainment content on the go, gives us the opportunity to extend our TV offering for an anytime, anywhere experience,” said Iris Wee, Vice President of Home Solutions & Content at StarHub.

The service is free until 31st October and then a monthly subscription is imposed. You have to opt-in to receive this extra service.

Most subscribers will welcome this move, but it will make informed advertising buys even more complicated!