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mio TV launches Asia’s first regional lifestyle HD channel

mio TV launches Asia’s first regional lifestyle HD channel

Brand new channel called ‘Li’ to feature inspirational lifestyle programming on food, home, wellness, travel and style

Singapore, 18 August 2009 -- Singapore Telecommunications Limited (Singtel) today announced that it will be launching Li, Asia’s first regional lifestyle HD channel. The channel - available from 19 August 2009 on mio TV Channel 22 – whose name is short for ‘Life Inspired’, will feature programming across five core programming pillars – Food, Home, Wellness, Travel and Style.
The launch of this channel marks Li’s debut in the market, and mio TV’s High-Definition platform in Singapore was chosen as its launch pad. Viewers in Singapore can look forward to an unrivalled sensory experience with Li’s strong suite of never-before-seen exclusive regional and international programming.
A channel created in Asia by Asians, Li aims to provide the best and most relevant lifestyle content, entertainment that truly reflects their interests. The channel targets the urban affluent Asian who has a cosmopolitan outlook, is well-travelled, an avid trend seeker and is passionate about work and play. 
Mr Tim Carmichael, Vice President, mio TV, Singtel said: “We are very pleased that our customers will be the first to view this exciting new channel. Lifestyle programming is extremely popular in Singapore, and this channel hits all the right spots. The fact that all Li programs are in HD makes it all the more enjoyable to watch. We have no doubt that Li will very quickly become a favourite with our customers.”
Ms Anne Chan, General Manager of LI TV ASIA, said: “Singapore’s High Definition new media platform mio TV is Li’s first launch territory.  This is especially significant, as a testimony and appreciation of high quality production and discerning content which resonates strongly with Singapore’s urban audience who have a sophisticated palette for inspiring lifestyle entertainment. We continuously observe a fast-evolving lifestyle trend in Asia, making the launch of lifestyle channel like Li timely. We look forward to serving our viewers together with Singtel mio TV.”
For its debut, Li will feature the Asian exclusive premiere of one of the most riveting reality-food formats worldwide: Iron Chef America.  Lovers of the Japanese cult sensation Iron Chef can catch the fourth season of Iron Chef America exclusively on “Li Ultimate” every Tuesday night on 9pm. This season will have foodies hanging on to their seats as they watch world-class chefs battle the legendary Iron Chefs of America: Bobby Flay, Mario Batali, Masaharu Morimoto and Cat Cora. Watch these chefs defend their titles, especially Cat Cora who made television history as the first female Iron Chef!
Another premiering title is Deserving Design, hosted by multi award-winning celebrity designer and author Vern Yip. This new feel-good interior design show gives a break to members of the community who need it most.  Each uplifting episode showcases Vern's undisputed talent and warm sense of humour. He begins by visiting a home of an inspiring individual or family, who show him two different rooms they would like to have redesigned.
Vern transforms the spaces of both rooms, developing a design plan that reflects the individual’s personality. Homeowners help plan the first room's makeover — but the other room remains a total surprise. Warm your hearts and your television screens with this multi-faceted reality series that aims to give back to those who have made extraordinary contributions to their communities. Catch Deserving Design on Li every Tuesday at 10pm exclusively on “Li Space”.  These are just some of the programmes that will be available on this exciting new channel. In addition, Li will showcase international celebrities like Martha Stewart and the funky designer cast from HGTV Design Star.

How to Subscribe


Current mio TV subscribers can subscribe to Li directly by using the mio TV on-screen guide or by contacting the Singtel Hotline at 1800 555 6000 from Monday to Saturday, 8.00am to 6.00pm.  For new subscribers, sign-ups for mio TV services are available at any SingtelRetail Store or at Singtel exclusive retailer.
Subscription to the channel costs $12.84/month or $10.70/month on a 12-monthly basis. It is also available as part of the SuperSaver English Pack.

About Li

Li, Life Inspired, is Asia’s brand new, groundbreaking, 24-hour lifestyle television channel in true high definition.  A first in the region, Li broadcasts pan-regionally across Asia with an expanding footprint.  Li boasts a vibrant stable of world-class-quality, first-run entertainment across five key programming pillars of Food, Home, Wellness, Travel and Style.  A gatekeeper to the world of inspirational living, Li serves as a personalised ‘Asian lifestyle editor’ for all trend seekers.  The channel is owned by LI TV INTERNATIONAL LIMITED and operated by LI TV ASIA SDN. BHD., with its operating headquarters in Kuala Lumpur, Malaysia and regional operating offices in Singapore and Hong Kong.

About mio TV


mio TV is the innovative digital pay TV service offering from Singtel. Launched in July 2007, the service offers customers value and full flexibility to watch what they want, when they want. Within two years, mio TV has signed up over 100,000 customers.
Currently, mio TV offers a total of 65 channels, of which 21 are on-demand channels. Content on mio TV covers a wide range of genres as well as Singapore’s largest range of video-on-demand titles and High Definition content.
Singtel is Asia’s leading communications group providing a portfolio of services including voice and data services over fixed, wireless, pay TV and Internet platforms.

Together with its regional partners, it serves over 262 million mobile customers in eight markets. For more information, visit