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May 19, 2008
SingTel mio TV Launches Urban Music and Culture Channel in Singapore
By Raju Shanbhag, TMCnet Contributing Editor
SingTel (News - Alert) has announced that TRACE – an international TV channel dedicated to urban music and culture – became available to “mio” TV this weekend. The music channel covers all urban music genres including hip hop, R&B (News - Alert), soul, groove, dance, electro, salsa, reggae and rap fusion. TRACE provides exclusive selections of features, celebrity interviews, and documentaries dedicated to urban trends, according to the company.
Current mio TV subscribers previewed the channel on mio TV through the weekend.
TRACE also features CODE, a worldwide tour of the latest urban trends captured by an international team of journalists including correspondents in Asia, according to the company. A wide range of topics, including urban dance, sport, technology, fashion, style and cinema are covered here, company officials said.
With SingTel’s partnership with TRACE, the customers of mio TV can have exclusive access to the channel’s wide-range of urban culture content, according to the company. Catering to more than one billion urban youths around the world, the channel will soon provide special Asian programming blocks with the best Asian urban acts in the program, TRACE Asia, according to the company.
Keeping the interactivity of the mio TV intact, TRACE allows the users to send in their coolest and funniest videos through the Internet. This will be aired in a segment called “My TRACE.” Offering a daily refreshed exclusive section of the best urban videos from the hottest urban music producers in the world, “TRACE URBAN HITS” also looks set to be a hit with the connected youths, according to the company.
Speaking on the new alliance, Low Ka Hoe, SingTel’s Director of mio TV and Content said, “We are very excited about being the first to bring TRACE to Singapore audiences. Urban music is huge in this region and TRACE’s dedication to this brand of music and culture is sure to hit the spot with young audiences and further invigorate the street culture scene in Singapore”
Raju Shanbhag is a contributing editor for TMCnet. To read more of Raju’s articles, please visit his columnist page.
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